Terry Crews Returns for Old Spice Shave Gel
What's new? Well, in the Old Spice world, nothing is newer than Shave Gel – the latest and greatest product offering from the iconic men's grooming brand.
Old Spice is introducing a new line of shave gels to provide guys with the best shave possible in the scents they know and love – Pure Sport and Swagger. The Old Spice Shave Gel launch also marks the triumphant return to the internet for notorious Old Spice spokesperson Terry Crews. And, yes, he is still sans shirt.
Last seen flexing his muscles to create music tracks, Crews is back starring in two online videos – "Shave" and "Baby" – launching today (Tuesday May 14) on the Old Spice Facebook and YouTube page. In "Shave," we see Terry Crews pop out of a man's beard who has been restricted to a hospital bed for a ridiculously long time. While Crews cannot answer the man's query as to what happened to him, he can help get rid of the "nasty beard" he has grown over time as he proceeds to transform into a flying bottle of Swagger Shave Gel, leaving behind him a trail of shave gel steam. As the spot comes to a close, we see the once bearded patient with a clean shave and a fresh pair of shades. In "Baby," the powerful Old Spice guy gets the surprise of his life after a pair of talking socks, a jabbering waffle iron and solar panels with an English accent discuss which inanimate object is newer, only to be trumped by the newest (and youngest) Old Spice guy to date – Terry Crews’ new son!
In a unique twist, for today only the "Baby" video will take over the YouTube masthead and will feature an interactive user-generated build in which consumers will be asked the question: “Are (fill in the blank) newer than Old Spice Shave Gel?” Upon entering any noun, the page will flip to a dedicated website/URL that will feature images of the inserted word with a picture of Crews himself in various humorous poses dancing across the screen accompanied by the text: “(Inserted word) Ain’t Newer Than New Old Spice Shave Gel.” The websites can then be shared by consumers via their social media hubs.
In an unprecedented partnership, Old Spice has teamed up with Getty Images to gain open access to the company’s extensive library of stock photography becoming the first brand to use Getty’s application program interface in this manner. The 24-hour website generator has the potential to create millions of unique sites based on the word entered into the program.
Check it out here and try for yourself http://
TV SPOT Credits
Baby :30 | Shave :30
CLIENT: Old Spice
PROJECT NAME: Old Spice Shave Prep
CLIENT CONTACT: Jason Partin / Sean Lee
LAUNCH :5/14/2013
DURATION OF CAMPAIGN: May 2013 – June 2013
W+K PORTLAND
Creative Directors: Jason Bagley / Craig Allen
Copywriter: Eric Fensler
Art Director: Max Erdenberger
Senior Producer: Lindsay Reed
Account Supervisor Liam Doherty
Executive Creative Directors: Joe Staples / Susan Hoffman
Head of Production: Ben Grylewicz
PRODUCTION
Production Companies: Fatal Farm
Director: Zachary Johnson / Jeffrey Max
EDITORIAL
Editorial Company: Fatal Farm
VFX
VFX Company: Fatal Farm
MIX
Mix Company: Joint
Mixer: Charlie Keating
Credits: Interactive and Viral Video
INTERACTIVE + VIRAL VIDEO
CLIENT: Old Spice
PROJECT NAME: Old Spice Shave Gel – “What else is new?”
CONTENT TYPE: YouTube Masthead
BRIEF: Terry Crews is back to introduce the new Old Spice shaving gel! Did you know Old Spice made a shaving gel? Of course not; we just announced it in this press release. That was a trick question. We apologize.
LAUNCH DATE: 5/14/13
DURATION OF CAMPAIGN: 1 Day
URL: www.youtube.com and aintnewerthannewoldspiceshavegel.com
W+K PORTLAND
Creative Directors: Craig Allen / Jason Bagley / Matt O’ Rourke
Copywriter: Shaine Edwards
Art Director: Max Erdenberger
Account Team: Liam Doherty
Executive Creative Directors: Joe Staples / Susan Hoffman
Digital Designer: Ken Berg
Creative Technologist: Stephen Schieberl
Interactive Producer: Andrew Abraham
Director of Digital Production: Pierre Wendling
Art Buying: Heather Smith Harvey
Interactive Studio Artist: Oliver Rokoff
DEVELOPMENT PARTNER
Development Partner Company: By HOOK
Lead Developer: Norm McGarry
Partner/Producer: David Evans
