Spice It Up

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

Isaiah Mustafa, the buff, bare-chested Old Spice guy in the shower, may be the man of the moment. But it was Bruce Campbell, the B-list cult movie actor, whose droll humor introduced the world to the 73-year-old Procter & Gamble brand’s cheeky new attitude in Wieden + Kennedy’s “Experience is everything” campaign back in 2007.

Rather than throw out all the old, Wieden embraced the heritage of the brand, including its seafaring theme, but gave it an ironic twist to repackage it for the modern young man who might remember Dad’s cologne and appreciates a satirical take on that ancient history.

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