Old Spice launches range of scented soap bars with new series of spots via Wieden + Kennedy, Portland directed by Australia’s Steve Rogers
Old Spice has launched a range of scented soap bars with a humorous new campaign via Wieden + Kennedy, Portland.
The spots were directed by Aussie Steve Rogers via Biscuit Filmworks/Revolver Film.
Guys can finally experience masculine smelling bar soap. With more than 40 percent of guys loyal bar soap users, Old Spice has their backs (and arms, legs, chest, pits and other bits) when it comes to manly scented shower equipment.
Available in the brand’s three most popular scents – Fiji, Pure Sport and Swagger – W+K launched the bar soap in true Old Spice style: with a new campaign that brings back the classic soap commercial and demonstrates how guys can wash their body the manly way, with manly scented bar soap to the tune of an extremely masculine, yet incredibly informative jingle.
Joe Arcuri, Vice President, North America Beauty Care at Procter & Gamble said: “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.”
Agency: Wieden + Kennedy, Portland
Executive Creative Director: Joe Staples
Executive Creative Director: Susan Hoffman
Creative Director: Jason Bagley
Creative Director: Craig Allen
Art Director: Croix Gagnon
Copywriter: Nathaniel Lawlor
Senior Producer: Lindsay Reed
Head Of Production: Ben Grylewicz
Production Company: Biscuit Filmworks/Revolver Film
Director: Steve Rogers
Executive Producer: Shawn Lacy, Holly Vega, Michael Ritchie
Line Producer: Pip Smart
Director of Photography: Ben Seresin
Editorial Company: Work Post
Editor: Richard Orrick
Assistant Editor: Healy Snow
Post Executive Producer: Erica Thompson
VFX: The Mil
Executive Producer: Sue Troyan
Producer: Adam Reeb
Production Coordinator: Samantha Axelrod
VFX Supervisor/Flame Artist: Tim Davies
Lead Flame Artist: Sarah Eim
Flame Artist: Bill Higgins, Elad Offer
Compositor: Steve Cokonis, Remedy Huynh
CG Artist: Ryan Reeb, Blake Sullivan, Martin Rivera, Misha Panov, Jacob Bergman
Shoot Supervisor: Steven Anderson
Music: Libman Music
Composer: Paul Libman
Recording Studio: Sear Sound
Engineer: Ted Tuthill
Mix Company: Avatar Studios
Mixer: Jay Messina
Music Editing: Madpan Productions
Music Editor: Uri Djemal
Music Editing: Lime Studios
Music Editor: Rohan Young
13 Comments
It must have been tempting when W+K comes calling with Old Spice and the Mill in tow, but trying to do Tom Kuntz and failing miserably is not doing the best director in Australia any favours.
love it…love it
not a fan and the best director in Australia – big call.
Is there a better, more awarded, more sought after director in Australia than Steve Rogers?
Has he done broad comedy before?
Whatever axe you have to grind, these are brilliant.
how is this trying to do kuntz and failing miserably?
the shot selection, performances and look all work perfectly.
I love how you guys can pigeon hole people and such an accomplished Director like Steve Rogers. God forbid an artist wanting to expand and try something different. Didn’t you learn anything from Sargent Peppers ? Narrow minded twats in a “creative” industry.
avini
Brilliant? Take another shower. You’re not awake yet.
Not everything Steve does will end up amazing, he’s still human.
But at least his strike rate is better then most.
As far as I’m concerned, he still is the best director in AUS… by far.
Why didn’t they use an American director?
Oh hang on, this argument only works when it’s the other way around, doesn’t it?
How’s the view from inside Steve’s ass?
No, that’s not Revolver calling on the other line, just your imagination.
Gotta love a fanboi!
And the use of capitals.