No, Old Spice's Latest Manly Campaign Is Not Referencing Gillette

'Men have skin, too,' says new brand mascot Deon Cole

#SMW is right around the corner. Join us April 9-11 in NYC to get up to speed on all the latest strategies, technologies and trends you need to be following. Register now.

Marketing to men: how hard can it be?

Given the heated conversation over Gillette’s most recent campaign and its impact on consumers, the answer may well be “harder than it looks.” But another P&G brand also has a new ad appealing to that target demographic by assuring them that it’s OK to attend to your very basic desires … for soft, clean skin.

This week, Old Spice and longtime agency of record Wieden + Kennedy introduced the world to a new brand spokesperson in the form of Deon Cole, actor and comedian best known for his roles on Black-ish and Grown-ish.

In his first appearance as The Old Spice Guy, Cole uses a traditional soap opera setup to make light of the fact that many men do struggle more consistently than their female counterparts to find the proper skin-care products.

The

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