Ad of the Day: Old Spice

Terry Crews, the most notable Old Spice guy these days—last seen in the amusing Muscle Music interactive campaign last fall—is back in a pair of new Old Spice spots pushing the brand's new shave gel.

The product may be new, but the approach from Wieden + Kennedy is familiar. A shirtless Crews shouts a lot while all sorts of absurdist mayhem erupts around him. In one spot, he is verbally accosted by a pair of talking socks, a talking waffle iron and talking solar panels, all arguing about who is newer—only to be one-upped by Terry's new son (and of course, the shave gel). In the other, Crews emerges from the giant beard of a long-hospitalized man who's desperately in need of a shave.

As usual, the digital elements of the campaign are also robust. For today only, the brand has taken over the YouTube masthead and is asking visitors: "Are ________ newer than Old Spice Shave Gel?" Entering any noun takes you to a website which declares that the noun "ain't newer than new Old Spice Shave Gel."

Old Spice partnered with Getty Images on the site, which uses a Getty application to pull in photos based on the noun—and can thus generate millions of unique sites.

CREDITS

Client: Old Spice

Agency: Wieden + Kennedy, Portland, Ore.

—TV

Creative Directors: Jason Bagley / Craig Allen

Copywriter: Eric Fensler

Art Director: Max Erdenberger

Senior Producer: Lindsay Reed

Account Supervisor: Liam Doherty

Executive Creative Directors: Joe Staples / Susan Hoffman

Head of Production: Ben Grylewicz

Production Companies: Fatal Farm

Director: Zachary Johnson / Jeffrey Max

Editorial Company: Fatal Farm

VFX Company: Fatal Farm

Mix Company: Joint

Mixer: Charlie Keating

—Interactive

Creative Directors: Craig Allen, Jason Bagley, Matt O'Rourke

Copywriter: Shaine Edwards

Art Director: Max Erdenberger

Account Team: Liam Doherty

Executive Creative Directors: Joe Staples / Susan Hoffman

Digital Designer: Ken Berg

Creative Technologist: Stephen Schieberl

Interactive Producer: Andrew Abraham

Director of Digital Production: Pierre Wendling

Art Buying: Heather Smith Harvey

Interactive Studio Artist: Oliver Rokoff

Development Partner Company: By HOOK

Lead Developer: Norm McGarry

Partner/Producer: David Evans