W+K Brings Back Terry Crews, Sans Shirt of Course, for Digital Effort

By Erik Oster 

W+K Portland have launched an campaign for Old Spice’s new line of electric shavers and trimmers (price range: $50-80), and have enlisted the help of a familiar face to help launch the new products.

Current Brooklyn Nine-Nine star Terry Crews, who helped introduce Old Spice Shave Gel last year with the spot “Baby”, returns to help market Old Spice’s foray into the shavers and trimmers world. The 45-second digital effort, “Get Shaved in the Face,” is reminiscent of Crews’ iconic work for the brand from years past, with a predictable amount of screaming and general mishigas. In the spot, Crews is in the process of shaving when a mini-crews realizes that he is a hair. As you might expect, things get pretty crazy by the conclusion of the spot, which you can watch for yourself above.


While the strategy might not have the shock value it did years ago, it makes a lot of sense to call on the iconic Crews for the introduction of a new product line. Among the products being introduced are: Old Spice Hair Clipper (“Like a lawn mower for your hair with 8 adjustable settings.”), Old Spice Beard and Head Trimmer, and Old Spice Shaver (“Like 3 smooth barbers for your face, this shaver features a triple-action cutting system with twin foils that shave off stubble and an integrated cutter that shortens longer hairs…”). Stay tuned for credits and a “Baby” refresher after the jump.


CLIENT: Old Spice

PROJECT NAME: Get shaved in the face.

FORMAT: Web Film

LAUNCH DATE: March 16, 2014


Creative Directors: Craig Allen / Jason Bagley

Copywriter: Andy Laugenour

Art Director: Matt Sorrell

Broadcast Producer: Jennifer Hundis

Director of Broadcast: Ben Grylewicz

Account Team: Georgina Gooley / Nick Pirtle / Michael Dalton / Jessica Monsey

Executive Creative Directors: Susan Hoffman / Joe Staples


Production Company: Gifted Youth / Executive

Director: Fatal Farm

Editor: Fatal Farm

Visual Effects: Fatal Farm

Sound mix: Joint Editorial / Charlie Keating