Old Spice Dances With Wolves in Super Bowl Ad Airing Only in Juneau, Alaska

Wolfthorn and Hawkridge scents debut

Be among trailblazing marketing pros at Brandweek this September 23–26 in Phoenix, Arizona. Experience incredible networking, insightful sessions and a boost of inspiration at ADWEEK’s ultimate brand event. Register by May 13 to save 35%.

Grrrrr! Caw! Caw! Caw! Snarling wolves crash a fancy formal party (riding the shoulders of a dapper dude in a tux) and screeching hawks invade a high-stakes poker game (a player loses his cool when one of the, um, peckers threatens his crotch) in Wieden + Kennedy's loopy new ads touting Old Spice's Wolfthorn and Hawkridge men's scent lines. (A third scent, Foxcrest, is forthcoming.) The creatures look sort of realistic yet also completely ridiculous, which adds an air of dreamlike menace and helps elevates the proceedings into the realm of inspired stupidity (unlike, say, Mennen's armpit sweat-stain canary spot from a few years back, which was just bird-brain stupid).

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in