Old Spice: Smells Like a Commercial Emmy

Wieden + Kennedy won the Emmy for Outstanding Commercial at the Creative Arts Primetime Emmy Awards for the independent agency’s wildly popular Old Spice commercial, “The Man Your Man Could Smell Like.”
The spot beat out five other nominees for the honor, including an additional two from the Portland, Ore.-headquartered agency: the Nike spot “Human Chain,” directed by Brian Beletic, Smuggler, and the Coca-Cola commercial “Finals,” directed by Daniel Kleinman, Rattling Stick.
The other nominees were Snickers “Game” from BBDO, New York, directed by Craig Gillespie, MJZ; Audi “Green Car” from Venables Bell & Partners, San Francisco, directed by Bryan Buckley, Hungry Man; and Absolut “Anthem” from TBWA\Chiat\Day, New York, directed by Rupert Sanders, MJZ.

The win marks the second consecutive Emmy for Wieden’s Portland office, following last year’s “Heist” for Coca-Cola, and the agency’s fourth Emmy nod in its history.

“Winning an Emmy is a surreal experience. It’s such a great honor to be recognized by the entertainment industry and encourages our desire to create work that not only sells products, but entertains people,” said Jason Bagley and Eric Baldwin, Wieden creative directors for Old Spice. “We’re very honored to have been one of the three Wieden + Kennedy spots nominated. Owning half of the six nominations is a testament to the amazing creativity happening inside the walls of our office, and the talented people and clients we get to work with.”

“The Man Your Man Could Smell Like,” starring former NFL wide receiver Isaiah Mustafa, has been a judge’s favorite in 2010, winning the Film Grand Prix at the Cannes Lions International Advertising Festival and best-in-show single commercial distinction at the AICP Show. The spot was created for TV but became a viral sensation, racking up more than 18 million views on YouTube.
“I love the fact that the Emmy is a winged woman representing the arts, who is lifting an atom that represents the sciences,” added Dan Wieden, agency co-founder and global executive creative director. “Great advertising has two components as well. It not only entertains, but also can dramatically change behavior. This Old Spice work did just that.”
Creative credits for “The Man Your Man Could Smell Like” include: Mark Fitzloff and Susan Hoffman, executive creative directors; Bagley and Baldwin, creative directors; Craig Allen, art director; Eric Kallman, copywriter; Ben Grylewicz, executive agency producer; and Erin Goodsell, agency producer.