The man your man could smell like

Agency Network: 
July 2010

Film advertisment created by Wieden + Kennedy, United States for Old Spice, within the category: Health.

Advertising Agency: Wieden + Kennedy, Portland, USA
Executive Creative Directors: Mark Fitzloff, Susan Hoffman
Creative Directors: Jason Bagley, Eric Baldwin
Copywriters: Eric Kallman, Craig Allen
Art Directors: Craig Allen, Eric Kallman
Producer: Lindsay Reed
Agency Executive Producer: Ben Grylewicz
Production Company: MJZ
Director: Tom Kuntz
Executive Producer: Jeff Scruton
Line Producer: Pete Vitale
Director of Photgraphy: Neil Shapiro
Editorial Company: Rock Paper Scissors

Comments (36)

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thaistylez's picture
Activity Score 224

this deserves the grand prix


Shawali's picture
Activity Score 8442

Instant classic.

No one cares about child labor, eye donation or saving the Earth: NO PSA!!!

sirvan's picture
Activity Score 29860

SO glad that these are winning at all the shows. ...remember, all you cheaters out there, you CAN do real, good and effective work. For real clients.


"I love some things, and don't love some other things."

Guest's picture

hey Sirvan , with 1334095730 pencils u should have known that usually grand prix are real clients.. Take ur self back in ur comments and u will see. and now BACK at ths ad. It truly sucks . Its even not in the class of bud commercials.. not to mention Guinness or gorilla or other grand prix's .the only good thing that i find is that its short. And if this is the future of this business , no wonder why is falling apart.

Dzsoi's picture
Activity Score 8532

Hello Guest, you are on a high horse. Does this ad look like Cadburry gorilla ad? No. Can it smell like that? Yes. Should old spice man use two-week-old sh*t on his body? I don't know, do you like non-sense, low-imaginative-idea scenes made to feel cool with eye-candy execution and with the borrowed interest of an old classic? Look at your lack of humor. Now back to this ad. Now back to your inability to recognise good, original copywriting. Now back to this ad. Luckily, it wasn't made by you, but if you stopped being an angry-envy man, you could smell more freshy. What's in your hand? It's a magic button you can erase this irritating guy's comment on AOTW with! Look again, the button is now a chocolate ass of a drumming gorilla. How are you? Fantastic!

Sorry, had to write it all out.

Guest's picture

Love your comment, Dzsoi. Totally agree with you.

Guest's picture

Excellent copywriting skills :)

Guest's picture


Reality Check's picture
Reality Check
Activity Score 2539

The spot is so imaginatively made, so attuned to visual pleasure, so keyed in to the indescribable something that makes advertising an art form, that it speaks of something far more elemental than mere art direction / copywriting skill: This is what advertising, at its best, can be.

Guest's picture

Best spot of the year.

Guest's picture

LOve it !

BFB's picture
Activity Score 936

Best ad in the last few years.

Guest's picture

Ciao, Axe. I'm buying Old Spice.

Guest's picture

lol, i can see what the guy meant. NOTHING like my husband. hahahahahaha

Pombooie's picture
Activity Score 407

Absolutely brilliant! So jealous I can hardly type!

Guest's picture

Best commercial EVER.

Guest's picture

This ad winning a GP just proves how bad the judging has become at Cannes. Don't get me wrong, this is a funny ad, but it doesn't belong amongst the best tv commercials in the world. This is pure American "Bud Light" humor and should be awarded as such.

Dzsoi's picture
Activity Score 8532

I would say pretty fcking funny, but I am not sure best commercial ever / in last years.

jponino's picture
Activity Score 601

so good, so brilliant
one of the best of the year

kubasagan's picture
Activity Score 113

look again - the commercial is now diamonds

senior interactive copy @ K2

jbuckingham's picture
Activity Score 907

Never tire of watching this.

JustinCarrasquillo's picture
Activity Score 563

dude creeps me out

CommandZ's picture
Activity Score 2498

Really really great work. Love this campaign.

Guest's picture

JAE SUK LEE is a cheater,
look up his works, all fake ads
but won in oneshows and cannes
what a shame

Guest's picture

I am on a horse!

themolehole's picture
Activity Score 30

I'm on a horse! Genius and straight-forward ad.

Guest's picture

Its been said a hundred times already but i'll say it again. these are some of the best commercials i've seen in a while! visaully appealin, humorous, intelligent...makes me want to smell old spice! :D

GraphicJ's picture
Activity Score 51

:"I'm on a horse" never get's old. Love it!

Guest's picture

Amazing how simplicity always steals the show. (I have shifted to old spice, complete with the six pack)

dadada's picture
Activity Score 1720

I don't need to comment this commercial but i'm really curious to know how did the AD/CW got the inspiration and how they had presented to their creative director and how they had presented to the client on story board?, really difficult to sell such original and creative idea, i want to learn more about this experience, i saw some interviews of the AD/CW but i want to learn more!!
For my rating, i NEVER gave 10 before, but this is i think the best commercial i've ever seen! bravo!

Everybody is creative, be yourself.

digital_br's picture
Activity Score 23

it"s so amazing.....

advert-street's picture
Activity Score 8

I love this ad!

Janae's picture
Activity Score 385

Normaly I prefer old fashioned men ads, where a sweaty men drinks a coke.
But this one was just funny so they got me.

ortega's picture
Activity Score 41

The best spot of the year!

CommandZ's picture
Activity Score 2498

Never gets old. The mark of a true classic.

Lisbon freak's picture
Lisbon freak
Activity Score 496

As classic as the 1984 Apple spot.