W+K Portland launched a new campaign for Old Spice bringing together longtime ad stars Terry Crews and Isaiah Mustafa for the first time.
Crews and Mustafa have long appeared in ads for Old Spice, with Mustafa playing the sobering yin to Crews’ raging yang, and now the personalities square off as representations of different Old Spice scents. The campaign’s debut spot, “And So It Begins,” opens on Mustafa addressing the ladies in the audience and asking for a minute alone with their man. He then tells guys to “take their body to nature” with Old Spice’s Timber, which is “what the angel faced woman in your life deserves.” After transporting to a canoe on a lake, Mustafa is interrupted by Crews, who yells, “Guess who!?” before pitching his own preferred scent, Bearglove. From there, things get a little crazy in typical Crews fashion, before Mustafa attempts to get in the last word. The spot plays a bit like a Crews ad fighting with a Mustafa ad, with the two stars’ different dynamics working in opposition. The spot will make its broadcast debut this Sunday during the NFL Hall of Fame Game, with six more spots starring the two actors rolling out this fall.
“It’s the first time in history that we’ve had both Isaiah and Terry together,” John Sabastian, marketing director for Old Spice, told Adweek. “The point of it is more than just bringing two guys together. It’s about helping people who think about or use Old Spice pick the scent that best fits their personality by connecting scents with the personalities of Isaiah and Terry.”
So, are you an Isaiah or a Terry?
Credits:
Client: P+G/Old Spice
Agency: Wieden + Kennedy Portland
Creative Directors: Jason Bagley, Craig Allen
Copywriter: Jarrod Higgins
Art Director: Matt Sorrell
Senior Producer: Lindsay Reed, Erika Madison
Production Assistant Nicole Kaptur
Account Team: Nick Pirtle, Georgina Gooley, Michael Dalton, Jess Monsey
Executive Creative Directors: Joe Staples, Mark Fitzloff
Agency Executive Producer: Ben Grylewicz
Production
Production Company: MJZ
Director: Tom Kuntz
Executive Producer: Eriks Krumins
Line Producer: Emily Skinner
Director of Photography: Neil Shapiro
Editorial
Editorial Company: Mackenzie Cutler
Editor: Erik Laroi
Assistant Editor: Brendan Hogan
Post Executive Producer: Sasha Hirschfeld
Visual Effects
Visual Effects Company: The Mill LA
Executive Producer: Sue Troyan
Visual Effects Producer: Dan Roberts
Production Coordinator: Kris Drenzek, Jillian Lynes
Shoot Supervisor: Tim Davies
Creative Director: Tim Davies
2D Lead Artist: Tim Davies
2D Artists: James Allen, Brad Scott, Dag Ivarsoy, Scott Johnson, Alex Candlish, Jale Parsons
3D Artists: Martin Rivera, Jason Jansky
Art Department: Kelsey Napier, Bretty Lopinsky, Matthew Dobrez
Music and Sound Design
Sound Design: Company Mackenzie Cutler
Sound Designer: Sam Shaffer
Mixing
Mix Company JOINT
Mixer: Noah Woodburn
Mix Company: LIME Studio
Mixer: Sam Casas