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.

There was a time when Old Spice was considered the best-performing deodorant in the market. When it came to odor and sweat protection, we were unbeatable. Once AXE came in, we shifted our focus to scent and left the door open for brands like Degree to become the choice of those looking for “efficacy.” Today, Degree is on the rise, and while we have sporadically refreshed our performance credentials, the truth is that we haven’t had a fully integrated effort in a while. The purpose of this work was to remind men everywhere that Old Spice offers them the protection they need.