Old Spice Drops Diss Track ‘Big Man Ting’ to Reposition Itself as the Scent of Independence

Old Spice is shaking up the UK deodorant market with a bold new campaign that helps young men stand out and ‘smell their age'. It’s breaking into the Grime scene – collaborating with iconic artist, Chip, to give British men the independence they deserve – and a scent to match.

Entitled Big Man Ting, the track captures the essence of growing up and switching to your own scent. By embracing music, Old Spice aims to build a brand that young men love, trust, and associate with standing out from the crowd. Created in partnership with independent creative agency, Recipe, this campaign marks a major moment for the brand – positioning Old Spice as the British ‘coming-of-age’ deodorant and executed in the Old Spice ‘smartly ridiculous’ way.

In a world where young men often smell the same – and that sameness is overwhelming – Old Spice delivers a diss track to generic deodorants and their wearers. Grime artist Chip brings his hard-hitting lyrical genius and unmatched ability to tell it like it is to the campaign. With Old Spice, he delivers the ultimate message to boys who still smell like they’re stuck in school: It’s time to level up and step out – “Likkle man ting, What they wear I don’t put on man’s skin, What’s that whiff? smelt you approaching, Turn over there big man ting…”

With Grime originating in London, the campaign is rooted in the music, style, and energy that shape British youth culture. By collaborating with Chip and harnessing the genre’s gritty authenticity, Old Spice ensures its message resonates deeply with the target audience. 

The campaign marks a first in all senses: new agency partner, Recipe, new music scene, new brand ambassador. Yet Old Spice remains its authentic self – a sea of red, executed in a smartly ridiculous way, whilst on a boat. 

‘Big Man Ting’ is part of Old Spice’s global mission to help men navigate the seas of manhood, with perfume quality scents and long-lasting freshness that gives you the confidence to be yourself. It isn’t just about selling deodorant – it’s about helping a generation find their own path, style, and scent. 

The campaign includes a two-minute song with music video, 20 and six-second cut-downs for TikTok and YouTube, as well as OOH across major UK cities..

Ella Salkeld, personal care brand director at Procter & Gamble said, “Old Spice wants guys everywhere to have the confidence to be their authentic selves, celebrate uniqueness and have fun along the way. You never know what you’re going to get with Old Spice – it has such a strong brand identity so bringing that to life in a British way was a marketer's dream. From entering into the grime scene and partnering with Chip, to finding a big red boat in the capital – every part of this campaign has marked something new and exciting for the brand; all executed with Old Spice’s smart ridiculousness (and sea of red). We look forward to continuing to work with our trusted retail partners to further bring this campaign to life in the UK.”

Mike Plumridge, creative director at Recipe said, “I remember when I was a stinky boy, covered in sweet-smelling deodorant. We all wore the same thing and we wore a whole lot of it. I wish somebody would’ve given me a good talking to, so that’s what we set out to do. But, the stereotypical manly tropes weren't gonna cut it with today’s young men, we needed to deliver a firm wakeup call in a way they’d understand - a diss track. So, the talented Chip took our little idea and turned it into a truly witty and catchy belter. We were lucky enough to have Kevin Hudson direct, and he delivered something classically grime, but with all the fun and colour of Old Spice. In keeping things authentic, the process was like no other, so much credit to Old Spice for trusting us to try something new with them.”