09.04.12
To instill a championship mentality in NFL fans this season, Old Spicedebuted its new NFL marketing campaign centered around the Old Spice Champion scent lineup featuring Green Bay Packers wide receiver Greg Jennings. Jennings, who won Super Bowl XLV with the Packers, will appear as the brand's newest Old Spice Guy in a series of humorous television and print advertisements showcasing the countless ways that Old Spice Champion and "Believing in Your Smell" can help guys overcome adversity and win on and off the football field.
"Old Spice Champion is about inspiring self-confidence when guys need it most," said Jason Partin, brand manager for Old Spice North America. "With Greg Jennings, who embodies the true spirit of a champion, this campaign is designed to reach NFL fans in need of a little extra confidence when tackling whatever life throws their way."
Developed with Portland-based advertising agency Wieden+Kennedy, Old Spice's "Believe in Your Smellf" NFL campaign features a total of seven TV advertisements – three 30-second and four 15-second spots, all communicating the benefits of Old Spice Champion. The ads will also live on Old Spice's social media channels on Facebook (Facebook.com/OldSpice) and YouTube (YouTube.com/OldSpice). The campaign will begin with the debut of the 30-second spot “Film" during the NFL Kickoff game on NBC – Dallas Cowboys vs. New York Giants – Wednesday, Sept. 5. The subsequent spots will roll out over the course of the NFL season.