WIEDEN+KENNEDY, Portland / OLD SPICE / 2016
To reestablish ourselves as the best-performing brand, Old Spice has launched their Hardest Working Collection of antiperspirants and body washes. The campaign is titled Legendary Protection for Legendary Men and introduces a new whale-riding, rocket-car-driving hero. Now that he no longer has to worry about dirt and body odor, he has time to think about some of life’s tougher questions. Staying true to the Old Spice tone of voice, with tongue firmly planted in cheek, these films prove that men can finally ignore their bodies’ limits. In fact, those limits don’t even exist anymore. They died in an unfortunate rocket-car accident. RIP, limits.