Branded integrations at sporting events are usually forgettable affairs, with the sponsors seeming interchangeable and often unrelated to whatever they’re slapping their name on.
But it would be hard not to notice or remember Old Spice’s “Sweat Mop Boys,” who clean college basketball courts midgame using mops designed to look like sticks of Old Spice Pure Sport Plus antiperspirant and deodorant.
Developed by Wieden + Kennedy Portland, the branded boys made their debut last week in Seattle, as the Washington Huskies tipped off against the California Golden Bears. They’ll appear again this Thursday when Oregon takes on Cal.
Here’s a brief video of the Sweat Mop Boys in action:
Client: Old Spice
Project: Sweat Mop Boys
FORMAT Live Event
Marketing Director: Janine Miletic
Senior Brand Manager: Sara Saunders
Assistant Brand Manager: Eugenia Chacon
Agency: Wieden + Kennedy Portland
Creative Directors: Ashley Davis-Marshall and Matt Sorrell
Copywriter: Ryan Niland
Art Director: Chen Liang
Producer: Evelyn Loomis
Production Brand Lead: Mike Davidson
Account Team: Ghada Soufan and Katie Schaller
Business Affairs Manager: Kevin Moyer
Strategic Planning: Andrew Clayton
Studio: Patrick Cahalan, Eric Reigert and Curtis Pachunka
Fabrication Producer: Ellen Osborn
Fabrication: Kevin Shaw, Johanna Palmieri
Content Services: Jeredon O’Conner