Old Spice's New Print Ad in GQ Contains a Full-Sized Disposable Paper Blazer

Scented with the 'luxurious smells' of Old Spice Captain


Fragrance advertisers think they’re cool with their scent-strip print ads in glossy magazines. But Old Spice, as it so often does, one-ups the industry with its latest stunt—a print ad in the new GQ that doesn’t just have a scent strip, it contains a fully scented man-sized disposable paper blazer that you can wear proudly around town, and then discard.

Wieden + Kennedy came up with the ludicrous item, which is part of the agency’s larger campaign poking fun at fragrance campaigns to promote the new Red Collection, featuring what Old Spice calls “premium scents.”

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in