Old Spice targets gamers with new campaign by isobel

Independent creative agency isobel have created a new campaign for Procter & Gamble brand Old Spice, targeting UK gamers.  The campaign, created during lockdown, features an animated version of brand spokesman and Old Spice Guy Isaiah, travelling between gaming worlds.  It features Old Spice’s latest scent – Captain.

The film will be promoted within mobile gaming, as well as on YouTube.

Procter & Gamble appointed isobel to their Old Spice business in 2020, following a pitch.  isobel will continue to work on new Old Spice work in 2021.

The campaign was written by Lance Boreham and Tom Dyson and produced through Thomas Thomas Films.


Brand – Old Spice, Procter & Gamble


Yasmin O’Neal – Skin/Personal Care Director

Karunesh Jigyasu – Old Spice Senior Brand Manager

Agency – isobel

Executive Creative Director – Rob Fletcher

Creative Team – Tom Dyson and Lance Boreham 

Agency Producer – Amy Hansen

Managing Partner – Jamie Williams

Social Media Director – Zoheb Raza

Senior Account Manager – Maxim Robinson

Media Agency – Publicis One

Production Company – Thomas Thomas Films
Director: Alex Bland
Exec Producer: Philippa Thomas 

Producer: Trent Simpson

Source: isobel

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