“I somehow like watching these ads.” (@aplesiosaurwithwificonnect1011)
TASK: Turn the tides on an underperforming line of body washes. By rallying men everywhere to pamper their skin.
TRUTH: In research, men considered women’s skin care to be more gentle, more nourishing, and better quality. Especially true of Black men, for whom shopper data revealed were overwhelmingly purchasing female body washes.
TENSION: Women weren’t the only ones who deserved super soft skin.
“Men have skin too.”
One stupid rallying cry gave way to Old Spice’s longest-running campaign, and turned an underperforming collection into the #1 best seller.
Featuring new Old Spice guy, Deon Cole (Black-ish), Gabrielle Dennis (Insecure / A Black Lady Sketch Show), Patti LaBelle, and… wait, is that Nia Long??
Awards
GOLD | Sustained Success
Effie Awards (2023)
GOLD | Multicultural
GOLD | Personal Care
ARF David Ogilvy Awards (2023)