Cannes Lions

Big Announcement

BISCUIT FILMWORKS, Los Angeles / OLD SPICE / 2019

Film

Overview

Entries

Credits

Overview

Background

Old Spice wanted to show that its newest line of scents was more akin to a deluxe line of fragrances. So, we mimicked classic cologne advertising to elevate our scent and put it in the same category as Dolce & Gabbana, Calvin Klein, and Davidoff. We did this by studying the most famous cologne ads and using their most ridiculous ridiculousness in this spot. Speedos, oiled up muscles, water, crossfades, slow motion, cliff jumps, and dramatic displays of importance are all well ingrained in this world. So, we used all of them to make our own cologne commercial.

Execution

Humans, scientifically speaking, are always searching for something. We all have a deep, jewel encrusted, cavernous hole in our hearts that needs to be filled. That cave is not a metaphor, we all literally have a hole in our hearts and it is shaped like an Old Spice Flagship Bottle. So, we search for this new Old Spice product to fill that hole. We oil up our body regions, wear flattering swimming clothes, gloriously jump off cliffs, and rise up out of the bowels of the sea on giant bottles of Old Spice Flagship to find it. And when we are standing there, we realize, “this bottle is exactly what I was looking for, only 300 times bigger than I imagined.” And then our search is over. This is a scientific fact, and you cannot argue with science.

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