Old Spice Kicks Off NFL Season

After seven long months, the NFL season is back and with it comes a new hilarious advertising campaign from Old Spice, "The Official Deodorant and Body Wash of the NFL". The campaign also kicks off two new Old Spice Guys.

 

The Old Spice "Unnecessary Freshness" campaign chronicles the stories of new Old Spice Guys Denver Broncos wide receiver Wes Welker and New England Patriots linebacker Jerod Mayo. They are swept away by the unnecessary freshness of Old Spice Fresh Collection product lineup.

 

Featuring four 15-second television advertisements, the campaign follows the same classic jingle format introduced earlier this year with the Old Spice Bar Soap advertising – harkening back to the days when commercial jingles reigned supreme. 

 

 

The campaign will make its national television premiere with "Snow Globe" during the NFL opener—Denver Broncos vs. Baltimore Ravens—on Thursday, Sept. 5 (NBC), where our Old Spice Guy Wes Welker will be making his on-the-field debut for the Broncos and his off–field debut...well, in a snow globe!

 

 

Three additional 15-second spots will roll out on television over the course of the NFL season, but before kick-off, Old Spice is giving its loyal fans a preview of spots "Coach," "Lizards" and "Absent" on their YouTube brand channel. The campaign is also supported by print. 

 

CLIENT                Old Spice 
PROJECT NAME    Old Spice NFL
SYNOPSIS OF SPOT    This advertising campaign chronicles the stories of NFL athletes being swept away by the unnecessary freshness of the Old Spice Fresh Collection. The smell is so fresh nothing else matters – not your job, your coach, your legs or current situation. 
CLIENT CONTACT    Sean Lee | Jason Partin
LAUNCH DATE    9.5.13
DURATION OF CAMPAIGN    September 2013 – December 2013

W+K PORTLAND
Creative Directors    Jason Bagley | Craig Allen
Copywriter    Nathaniel Lawlor
Art Director    Croix Gagnon
Producer    Lindsay Reed
Producer     Jennifer Fiske
Account Team    Liam Doherty | Nick Pirtle
Executive Creative Directors    Joe Staples | Susan Hoffman
Head of Production    Ben Grylewicz

PRODUCTION
Production Companies    Biscuit Filmworks
Director    Steve Rogers
Executive Producers    Shawn Lacy | Holly Vega 
Line Producer    Jay Veal
Director of Photography    Ben Seresin

EDITORIAL 
Editorial Company    Rock Paper Scissors
Editor    Adam Pertofsky
Asst. Editor     Marjorie Sacks
Post Producer    Julia Batter

VFX
VFX Company    The Mill
Head of Production    Arielle Davis
Producer    Christina Thompson
Coordinator     Ben Sposato 
Creative Director    John Leonti
Shoot Supervisor     John Lenoti | Narbeh Mardirossian 
Visual Effects Supervisor | Lead Flame Artist     Tim Davies
3D Lead    Lu Meng-Yang
2D Artist     Ben Smith
2D Artist    Narbeh Mardirossian 
2D Artist     Adam Lambert
3D Artist     James Ma
3D Artist     Thomas Briggs
3D Artist     Mike Di Nocco
3D Artist     Jason Jasnsky
3D Artist    Brian Yu
Matte Painter    Daniel Thron

MUSIC 
Music    Libman Music
Composer | Arranger    Paul Libman
Record | Mix    Avatar Studios  
Engineer      Jay Messina
SFX
Studio     Lime Studios
Sound Designer     Loren Silber

Color Transfer 
Company      Company3
Artist     Sean Coleman
Producer    Matt Moran