Old Spice recently launched a new campaign called “Never Let a Friend Lose His Swagger”. The campaign was created by Wieden+Kenndey Portland. As part of the “ Never Let a Friend Lose His Swagger” campaign, the brand released a series of over-the-top dramatized spots. The spots are very funny and shine a light on lonely men being pushed out of their comfort zones. Each man is revived with Old Spice Swagger scent and deodorants.
About the “Never Let a Friend Lose His Swagger” Spots.
The first spot featured in the “Never Let a Friend Lose His Swagger” campaign is called Next Episode. It is an action spot which stars actor Sarunas Jackson. In the ad, Sarunas Jackson’s character finds his friend at home just lounging around. His friend is wearing his sweats and robe getting ready to binge-watch for the night. Jackson’s character tries to get to not to watch the next episode and tries to revive him with Old Spice Swagger scent and deodorants. Jackson picks him up with some Swagger deodorant and carries him through the battlefield that is his apartment. We see different appliances burst into flames and shoot food shrapnel at them before he jumps through a window, then rushes to a van where his friends await a night out.
The next ad in the campaign, “Working Late,” features Shadowhunters’ Alberto Rosende. Rosende finds his friend working on a Friday night. With a cry of “this isn’t you!” Rosende shoves his friend out of the office window onto a zipline. He then arrives him to a rooftop patio where he starts playing the piano. This ad was also shot in Spanish, this is a first for the brand. The last ad in the campaign is called “New Dad”. In the ad, a friend hovers above his sleeping friend from a hole in the window. The hovering friend tells him that it’s too early to be in bed even if he is a new dad. He then rescues his friend while the resting wife tells him to bring back potato skins.
Old Spice Speaks on the “Never Let a Friend Lose His Swagger” Campaign
Matthew Krehbiel, Old spice associate brand director, spoke about the campaign. He talked about how the brand is constantly talking to men to help evolve their products and advertising. From talking to these men, they found out that men are facing a crisis which goes beyond using their products. According to their insight, they found out that men of all ages are deprioritizing time with their guy friends. The ‘Never Let a Friend Lose His Swagger’ campaign is the brand’s way of addressing the issues.