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Old Spice sneakily launched “The Man Your Man Could Smell Like” the weekend of the Super Bowl in 2010—but not actually on the Super Bowl, despite everyone’s belief to the contrary today.
Now, the brand is reprising that strategy by bringing back its Legendary Man—star of last year’s amusing, award-winning “Rocket Car” and “Whale” spots—for a new online campaign to give young men something to laugh at if the Super Bowl spots are underwhelming.
The campaign—rolling out online today, and breaking on TV on Super Bowl Sunday—includes a 60-second spot called Jungle Hero, in which the Legendary Man, played by Axel Kiener, eclipsesDian Fossey in the area of human-simian relations by learning to communicate with gorillas.
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