Old Spice "Zoom TV" | Adweek
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Old Spice "Zoom TV"

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Terry Crews shouts his way through the product benefits of Old Spice's 16-hour Odor Blocker body wash in this ad from Wieden + Kennedy. The camera zooms out as he makes his roaring introduction, "OOOOOOOOOOOOOld Spice...," and zooms back for a super close look at his armpit, where he and a pal are reclining amidst the hair in lawn chairs. Old Spice does such a great job blocking body odor, his armpit has apparently become a great, fresh-smelling place to hang out. When the camera returns viewers to the bathroom where the adventure all began, Crews is straddling a tiger. Not a real one, but a large stuffed animal that joins Crews in his OOOOOOOOOde to the product. This spot is another inexplicably funny entry in Wieden's wacky work to transform Old Spice from musty to must-have. --Eleftheria Parpis