In a new campaign to help customers choose a scent to match their personalities, Mustafa and Crews star in seven spots slated to be released throughout the fall.
For years, Old Spice has used both men to appeal to different consumers; Mustafa represents the charming hunk working his way into ladies' hearts while Crews' is testosterone personified with bulging muscles and non-stop shouting.
"It's the first time in history that we've had both Isaiah and Terry together," said John Sebastian, marketing director for Old Spice. "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."
The new spot from Wieden + Kennedy in Portland will launch on broadcast during the Sunday Aug. 9 National Football League Hall of Fame Game. Six more spots featuring Mustafa and Crews will be released later in the fall.
This campaign focuses on three of the brand's most popular scents—Timber, Swagger and Bearglove—which are available in grooming products ranging from deodorant to two-in-one shampoo.
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 Company: MJZ
Director: Tom Kuntz
Executive Producer: Eriks Krumins
Line Producer: Emily Skinner
Director of Photography: Neil Shapiro
Editorial Company: Mackenzie Cutler
Editor: Erik Laroi
Assistant Editor: Brendan Hogan
Post Executive Producer: Sasha Hirschfeld
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
Mix Company JOINT
Mixer: Noah Woodburn
Mix Company: LIME Studio
Mixer: Sam Casas