W+K Gets Nostalgic for the Dust Bowl in Its Latest for Old Spice

By Patrick Coffee 

To answer the unasked question “When will American brands take us all back to the Dirty Thirties,” here are a pair of Old Spice :15s from Wieden + Kennedy that went live last week.

In the first spot, a man who might be new brand spokesperson Von Miller(?) de-odorizes and protects his pits so aggressively that a couple of self-sufficient farmers cain’t even grow dem no potaters.

And they prolly hadn’t had no social security, neither.

The next spot recalls the small joys of the era’s most influential media platform, radio.

As the copy tells us:

“♫ Old Spice come in one day.
Rolled across the plains and dang near took the wet away.
Now it’s ‘bout as dry as it’s been in years.”

Kind of an interesting theme to play on, and definitely less consciously weird than last year’s “Horrifying Mutant Abomination (Remix).” Someone has been studying the work of Walker Evans.

CREDITS

CLIENT Old Spice
PROJECT NAME Old Spice | For These Drying Times
FORMAT Digital
CLIENT CONTACT Janine Miletic – Marketing Director, Matthew Krehbiel – Associate Brand Director, Eugenia Chacon – Assistant Brand Manager
LAUNCH DATE January 5. 2017

W+K PORTLAND
Creative Directors Matt Sorrell, Ashley Davis-Marshall
Copywriter Ryan Niland | Steve Etheridge (“Lean Times” only)
Art Director Chen Liang
Producer Jennifer Hundis
Social Strategy
Strategic Planning
Media/Comms Planning
Account Team Ghada Soufan | Phil Williams | Thomas Harvey
Business Affaires Dusty Slowik
Project Management
Executive Creative Directors
Head of Production

PRODUCTION
Production Company Gifted Youth
Director Fatal Farm
Executive Producer Dal Wolf
Line Producer Alistair Walford
Director of Photography

EDITORIAL
Editorial Company Joint
Editor Tommy Harden
Asst. Editor Dylan Sylwester
Post Producer Jen Milano
Post Executive Producer Leslie Carthy
VFX
VFX Company Joint
VFX Supervisor Katrina Salicrup
Lead Flame Artist Leif Peterson (Radio Daze), Robert Murdock (Lean Times)
Flame Artists Leif Peterson, Robert Murdock, Chris Payne, David Jahns
Flame Assistant Noah Poole
VFX Producer Rebekah Koerbel
VFX Associate Producer Nathanael Horton
VFX Executive Producer Alex Thiesen

MIX + SOUND DESIGN
Mix + Sound Company Joint
Mixer / Sound Designer Noah Woodburn

TELECINE
Telecine Company Joint
Color Producer
Colorist David Jahns
CLIENT Old Spice
PROJECT NAME Old Spice | For These Drying Times
FORMAT Digital
CLIENT CONTACT Janine Miletic – Marketing Director, Matthew Krehbiel – Associate Brand Director, Eugenia Chacon – Assistant Brand Manager
LAUNCH DATE January 5. 2017

W+K PORTLAND
Creative Directors Matt Sorrell, Ashley Davis-Marshall
Copywriter Ryan Niland | Steve Etheridge (“Lean Times” only)
Art Director Chen Liang
Producer Jennifer Hundis
Social Strategy
Strategic Planning
Media/Comms Planning
Account Team Ghada Soufan | Phil Williams | Thomas Harvey
Business Affaires Dusty Slowik
Project Management
Executive Creative Directors
Head of Production

PRODUCTION
Production Company Gifted Youth
Director Fatal Farm
Executive Producer Dal Wolf
Line Producer Alistair Walford
Director of Photography

EDITORIAL
Editorial Company Joint
Editor Tommy Harden
Asst. Editor Dylan Sylwester
Post Producer Jen Milano
Post Executive Producer Leslie Carthy
VFX
VFX Company Joint
VFX Supervisor Katrina Salicrup
Lead Flame Artist Leif Peterson (Radio Daze), Robert Murdock (Lean Times)
Flame Artists Leif Peterson, Robert Murdock, Chris Payne, David Jahns
Flame Assistant Noah Poole
VFX Producer Rebekah Koerbel
VFX Associate Producer Nathanael Horton
VFX Executive Producer Alex Thiesen

MIX + SOUND DESIGN
Mix + Sound Company Joint
Mixer / Sound Designer Noah Woodburn

TELECINE
Telecine Company Joint
Color Producer
Colorist David Jahns

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