Old Spice has smelf-confidence

Old Spice is pulling back the curtain on its new Smelf-Confidence campaign with new musical-inspired ad spots and the first-ever Old Spice mascot who is making his debut this week at Super Bowl festivities.

The campaign highlights that Old Spice gives guys confidence under the spotlight with freshness all day, swagger all night.

The two musical-inspired ad spots, Soliloquy and Tango ( airing in spring), tell the story of how Old Spice Swagger’s 24/7 long-lasting freshness, with daily use, helps guys overcome challenges while effortlessly avoiding the pitfalls of BO. Created by Wieden + Kennedy Portland, Soliloquy will begin airing on national television along with YouTube, Vevo, TikTok, and Reddit. The second spot, Tango, will premiere later this spring.

Old Spice – Soliloquy

Credits

Agency Wieden + Kennedy/Portland
Production Company Iconoclast France
Director Anna Himma

Unlock full credits and more with a Source + shots membership.

Learn More Or Log In

Credits

Agency Wieden + Kennedy/Portland
Production Company Iconoclast France
Director Anna Himma
Editing Arts Academy/Portland
VFX a52
Color Trafik/Los Angeles
Music/Sound Walker
Executive Producer Sophia Rothbart

DP Todd Martin
Production Designer/Art Director Momchil Tasev
Editor Kelly Lyon
Post Producer Denice Hutton
Post Executive Producer Timory King
Post Executive Producer Chelsea Spensley
Managing Director Jennifer Sofio Hall
Executive Producer/Partner Patrick Nugent

Executive Producer/Partner Kim Christensen
HP Andrew Rissman
HP Niki Goodwin
Producer Valentina Cokonis
Creative Director Jesse Monsour
Senior Color Producer Julia King
Colorist Dimitri Zola
President/Founder/Producer Sara Matarazzo

Producer Danielle Soury
Producer Stephanie Pigott
Audio Mixer/Sound Designer Chris Nungary
Art Director Ashley Veltre
Copywriter Sai He
Creative Director Sara Phillips
Creative Director Erik Fahrenkopf
Design Director Curtis Pachunka

Design Producer Samm Oduro
Design Producer Jason Schwartz
Designer Ken Berg
Executive Creative Director Ana Balarin
Executive Creative Director Hermeti Balarin
Executive Creative Director John Petty
Executive Producer Katie McCain
HP Orlee Tatarka

Producer Rafael Sanchez
Senior Producer Amanda Weiss

Show full credits

Hide full credits

Credits powered by

Making his debut as a backup dancer in the new commercials, Old Spice is also introducing for the first time-ever the freshest, campaign-inspired mascot, Swaggy Spice. Mascots have to do it all, dance, dunk and make us laugh, all while under the spotlight of thousands of fans. However, what people don’t realise is mascots can sweat up to 10 pounds per game, making them the stinkiest thing in the stadium.

What better way to pressure test Old Spice Swagger’s 24/7 long-lasting freshness than in one of the sweatiest conditions, a mascot costume in Phoenix? Decked out in stylish accessories, Swaggy Spice will deliver the same odour/sweat protection to the masses at one of the most stressful, high-intensity events of the year, the Super Bowl.