NFL Season: Another Reason for Old Spice to Do Old Spice Things

By Jordan Teicher 

There’s a very fine line between stupid funny and annoying, a line that Old Spice is willing to tightrope for miles and miles. Their “Unnecessary Freshness” campaign, created by W+K Portland, will hit screens starting Thursday night for the season opener. As you might expect, there will be plenty of shenanigans that don’t make sense. But, at least that’s the point.

Three new spots starring Denver Broncos wide receiver Wes Welker might make you shake your head, laugh, or both (there’s also a fourth spot featuring New England Patriots linebacker Jerod Mayo, possibly a pity commercial since Welker darted for Denver). However, since each ad is less than 20 seconds, it’s easy to stomach the goofy jokes and images of lizards eating Welker’s legs. If commenters take to the site to rip W+K, Welker, football, me, AgencySpy itself, or a number of other things that exist, and therefore, should be ridiculed incessantly, they can hopefully agree that the running time is a plus. And, if you believe that a majority of people in America are stupid and these spots are stupid funny, then maybe W+K is onto something brilliant. Maybe.


Credits and some more unnecessary freshness after the jump.

Creative Directors Jason Bagley | Craig Allen

Copywriter Nathaniel Lawlor

Art Director Croix Gagnon

Producer Lindsay Reed

Producer Jennifer Fiske

Account Team Liam Doherty | Nick Pirtle

Executive Creative Directors Joe Staples | Susan Hoffman

Head of Production Ben Grylewicz


Production Companies Biscuit Filmworks

Director Steve Rogers

Executive Producers Shawn Lacy | Holly Vega

Line Producer Jay Veal

Director of Photography Ben Seresin


Editorial Company Rock Paper Scissors

Editor Adam Pertofsky

Asst. Editor Marjorie Sacks

Post Producer Julia Batter


VFX Company The Mill

Head of Production Arielle Davis

Producer Christina Thompson

Coordinator Ben Sposato

Creative Director John Leonti

Shoot Supervisor John Lenoti | Narbeh Mardirossian

Visual Effects Supervisor | Lead Flame Artist Tim Davies

3D Lead Lu Meng-Yang

2D Artist Ben Smith

2D Artist Narbeh Mardirossian

2D Artist Adam Lambert

3D Artist James Ma

3D Artist Thomas Briggs

3D Artist Mike Di Nocco

3D Artist Jason Jasnsky

3D Artist Brian Yu

Matte Painter Daniel Thron


Music Libman Music

Composer | Arranger Paul Libman

Record | Mix Avatar Studios

Engineer Jay Messina


Studio Lime Studios

Sound Designer Loren Silber

Color Transfer Company Company3

Artist Sean Coleman

Producer Matt Moran