Cannes Lions

Old Spice | It Practically Smells Itself

WIEDEN+KENNEDY, Portland / OLD SPICE / 2018

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This film is a mash-up of stereotypes, EXTREME teen-boy advertising, and cliché mom advertising. Two women jogging in the woods discover what they think is an injured wolf––until it gets up and starts spouting marketing buzzwords at them. Then it blasts off into the air, leaving a subtle “BUY OLD SPICE” trail in the sky. The women roll their eyes at how awful teen-boy advertising has become and then immediately turn to camera with huge smiles and bottles of Old Spice in hand, selling the product in an equally stereotypical “mom-ad” sort of way.

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