Da-nana-na-na... Old Spice has returned to the classic advertising jingles of the '80s and '90s in its latest off-the-wall campaign, shot by renowned Australian director Steve Rogers.
As revealed by AdNews last month, US advertising powerhouse Wieden+Kennedy was in Sydney recently to shoot the new campaign, 'The Bar Soap You've Been Smelling For', with Revolver's Steve Rogers at the helm.
The campaign promotes the brand's new line-up of "manly scented" bar soaps with two spots, 'Shower' and 'Watermelon'. A third ad will debut in the coming months.
Keeping with its trademark surreal humour, 'Shower' shows how Old Spice's freshness literally follows you everywhere, while 'Watermelon' has a man discovering a bar of soap inside a watermelon disguised as a basketball.
Joe Arcuri, vice president, North America Beauty Care at Procter & Gamble said in a statement: "With new Old Spice bar soap, we wanted show the more than 40% of guys who are bar soap loyalists that we have their backs when it comes to manly scented shower equipment.
"We know many guys are living with an unspoken shame – that they simply use whatever bar soap is already in the shower based on what the woman in their life purchased and is often using. I guess we're also in the business of helping guys reclaim their territory in the shower."
The TV commercials will be supported by cinema ads and a dedicated online campaign. Old Spice's landmark 2010 campaign, 'The Man Your Man Could Smell Like', helped to relaunch the brand and has been credited with lifting global sales by 27% in six months.
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