Brand MarketingAd of the Day: Old SpiceTerry Crews is back, and multiplying, in W+K's work for the brand's new shave gelBy Tim Nudd|May 14, 2013ShareBy Tim Nudd|May 14, 2013Share He's the man your man could shave like. 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 Adweek Adweek