Cannes Lions

Make A Smellmitment

WIEDEN+KENNEDY, Portland / OLD SPICE / 2016

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Case Film
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Overview

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Credits

Overview

Description

Old Spice had enjoyed great success with Isaiah Mustafa (“The Man Your Man Could Smell Like”) and Terry Crews. Online, young guys had been begging Old Spice to bring these two characters together, so we finally indulged our fans with a campaign that pitted them against one another in an epic scent battle. Isaiah, the suave charismatic spokesman, tried to get guys to join team Timber, while Terry, the strong and excitable spokesman, tried to get guys to commit to team Bearglove.

Execution

Old Spice pitted their two most powerful spokesmen against each other in a battle for scent supremacy that spanned seven commercials. And, of course, it didn’t stop there. The two muscle men created social media accounts to take their battle directly into fans’ comments and developed interactive microsites designed to take shots at each other. The duel culminated with a live TV takeover of ESPN’s flagship program, SportsCenter, and the airing of the final piece (“Truce”). In the end, our two characters buried the hatchet and became best friends, but the memory of the most epic scent battle in history will live on in the hearts and minds of young men.

Outcome

The campaign received more than 68MM views across all social channels. Following the launch of the ESPN takeover on November 24, we saw a surge of an additional 4MM views in just one week. Positive sentiment was high throughout the campaign and engagement far exceeded Old Spice norms. Best of all, “Make a Smellmitment” helped Old Spice achieve a record-setting year in sales!

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