2 New Old Spice Guys Kick Off Hilariously Weird ‘Smell ‘Em Who’s Boss’ Campaign

Thomas Beaudoin and Alberto Cardenas join the W+K madness

After so many years of its signature quirky advertising, it's tempting to think of the Old Spice work as dated. But then "Rocket Car" plays for a full house at the Cannes Lions Film awards, to the absolute delight of the crowd, and you remember that this is a campaign that stays fresh not by reinventing itself regularly—but by fully committing to its bizarre ideas and executing to perfection.

@nudd Tim Nudd is a former creative editor of Adweek.
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