Campbell Satisfies Hunger for Old Spice

Duran Duran’s “Hungry Like the Wolf” is remade into a saccharine-style lounge act performed by cult actor Bruce Campbell in the latest Old Spice commercial from Wieden + Kennedy, Portland, Ore. Campbell plays a piano and sings the leisurely rendition of the 1983 hit to five women in various states of recline in a retro bachelor pad complete with shag rug and fireplace, “Woman you want me, give me a sign.” His rendition is deliciously self-aware, especially as he delivers the “Do-do do-do” refrain, and inspires a sultry “Ahoy!” from one of the female fans. As the performance continues, they gather around him in an homage to the band’s racy video, with one woman crawling to him on top of the piano on all fours. “Smell like I sound, I’m lost in a crowd, and I’m hungry like the wolf,” he sings and punctuates with a flirty bark. Directed by the Perlorian Brothers, the spot ends with Campbell satisfyingly surrounded by the beauties. The brand’s seafaring heritage is given an ironic subtle twist with the Ahoy branded piano. This campaign may be just what the classic brand needs to dust it off dad’s old shelf and pirate Axe’s animal magnetism positioning.