Old Spice has long been the men’s grooming authority, understanding that men deserve nice, clean, moisturized skin too. Men want the kind of selection that women have—aisles and aisles of products, not just a few small shelves. So to celebrate Old Spice’s all-new Fresher Collection with real ingredients, we created five spots centered around the new Old Spice Guy, actor/comedian/writer Deon Cole, to bring attention to the fact that men have skin too.
The campaign was directed by Millicent Shelton, an award-winning director who was able to take her TV comedy experience and turn the spots into the perfect mini-drama series. The first spot, “Running on Empty,” premiered during an NFL conference championship game. It quickly became the highest-viewed Old Spice YouTube masthead and the third-most-viewed Old Spice video on YouTube (after The Man Your Man Could Smell Like and Questions). Additional films in the series feature cameo appearances by actor and former NFL player Thomas Q. Jones and comedian/social media star Keraun Harris.