W+K Portland has launched a campaign promoting Old Spice’s new Fresher Collection of grooming products with a series of 15-second ads.
Unsurprisingly, the agency takes an oddball approach for the campaign, with each quirky spot meant to evoke a natural setting reminiscent of the line’s outdoor-inspired scents, ending with the “Smell As Great As Nature Is” tagline. In “Roar” (featured above), a bear with an extremely long tongue provides Fresher Collection products to a man in the woods. Other strange interpretations of nature include a mother bird feeding her young a bowl of cereal, a park ranger and bikini-clad woman emerging from under a tree, and a beach magically providing such amenities as a television and microwave. In other words, the kind of weirdness viewers have come to expect from W+K and Old Spice (although it’s toned down in comparison to the craziness of the recent Terry Crews spot).
The ads make their online debut today, and will begin broadcasting — running back to back in 30-second blocks — early next week.