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
Production Companies Biscuit Filmworks
Director Steve Rogers
Executive Producers Shawn Lacy | Holly Vega
Line Producer Jay Veal
Director of Photography Ben Seresin
EDITORIAL
Editorial Company Rock Paper Scissors
Editor Adam Pertofsky
Asst. Editor Marjorie Sacks
Post Producer Julia Batter
VFX
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
Music Libman Music
Composer | Arranger Paul Libman
Record | Mix Avatar Studios
Engineer Jay Messina
SFX
Studio Lime Studios
Sound Designer Loren Silber
Color Transfer Company Company3
Artist Sean Coleman
Producer Matt Moran