The new campaign was launched via Old Spice’s YouTube channel on Feb. 1 and made its television debut during Super Bowl LI’s pre-game programming. The full creative campaign will begin airing on national TV on Feb. 13. The series of over-the-top ads depict a global renaissance man who has more than his fair share of good looks and amazing stories of personal adventure.
“We’re proud to support guys on their journey to legendary freshness with the launch of new Old Spice Hydro Wash body wash,” said Janine Miletic, Old Spice brand director at parent company Procter & Gamble. “This new shower innovation combines ultra-superior hydration with our long-lasting, masculine Old Spice scents. Guys, you’re smellcome.”
To celebrate the introduction of Hydro Wash, Old Spice brings back the Legendary Man, Axel Kiener, in a new integrated campaign entitled “Don’t Smell Yourself Short,” which encourages guys on their quest to legendary achievements.