Old Spice Film Mask by Wieden + Kennedy Portland

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Industry Hair Care
Media Film
Market United States
Agency Wieden + Kennedy Portland
Executive Creative Director Susan Hoffman, Jason Bagley, Eric Baldwin, Mark Fitzloff
Creative Director Matt Sorrell, Ashley David-Marshall
Copywriter Andy Laugenour
Production Revolver/Will Orourke
Director Steve Rogers
Released February 2018


D&AD Awards 2018
Film Advertising TV Commercials 1-20 seconds Wood Pencil

Credits & Description

Campaign: We Make Scents for Men
Media: TV
Category: Cosmetics & toiletries
Client: P&G - Old Spice
Agency: Wieden + Kennedy, Portland
Production: Biscuit Filmworks/ Revolver/ Will O'Rourke
Design Agency: Sony Corporation Creative Center
Entrant Agency: Sony Corporation Creative Center
Country: United States of America
Director: Steve Rogers
Lines Producer: Pip Smart
Executive Creative Director: Eric Baldwin
Executive Creative Director: Jason Bagley
Executive Creative Director: Susan Hoffman
Executive Creative Director: Mark Fitzloff
Creative Director: Matt Sorrell
Creative Director: Ashley David-Marshall
Copywriter: Andy Laugenour
Art Director: Robbie Rane
Producer: Byron T. Oshiro
Executive Producer: Endy Hedman
Executive Producer: Holly Vega
Executive Producer: Crissy DeSimone
Executive Producer: Michael Ritchie
DoP: Mandy Walker
Editing Company: Arcade Edit
Editor: Geoff Hounsell
VFX Company - The Mill
Shoot Supervisor - Tim Davies
Published: February 2018
If the masks we wear define us, then this commercial selling Old Spice hair products is a peerless study into the psychology of the human brain revealing that deep down within the human beast is an infant baby that is motivated by five basic necessities: fuel, shelter, companionship, mental stimulation, and fajitas meals.
Fans of Old Spice's irresistibly weird "Red Sweater" spot, which aired completely in French during the Grammys last month (and is available to view, with subtitles, online), will be pleased to know the P&G brand is back with two more fragrance-ad parodies for Valentine's Day.