Old Spice launches Broadway-inspired advertising campaign

Old Spice has launched an advertising campaign with two musical theatre-inspired ad spots. The male grooming product line tells the story of how "Old Spice gives guys confidence under the spotlight, with freshness all day and swagger all night," according to brand owner Procter & Gamble (P&G), in a campaign it has named "Smelf-Confidence".
The ad spots will introduce the public to "Swaggy Spice", the brand's first ever "Old Spice mascot", who is due to make a debut at Super Bowl LVII Opening Night.
Created by Wieden + Kennedy, the Broadway-inspired ad spots feature Manuel Pacific (Terminator: Dark Fate, Ride). The first spot, “Soliloquy,” will begin airing on national television along with YouTube, Vevo, TikTok, and Reddit. The second spot, “Tango,” will premiere later this spring.
P&G added that body odour is a prominent fear amongst many men, with its research indicating that men shower twice as much as women, apply deodorant 30% more frequently and are 30% more likely to experience malodour than women. Consequently, the Smelf-Confidence Campaign highlights "the everyday challenges guys must overcome", whilst avoiding the pitfalls of body odour. P&G said the Old Spice Swagger collection provides "24/7 long-lasting freshness" with daily use.
“Old Spice wants guys everywhere to feel confident when under the spotlight,” said Matt Krehbiel, Old Spice’s vice president at Procter & Gamble.
“This new campaign is inspired by the insight that we can usually count on others to tell us if something is out of place. Maybe we have something in our teeth, or a spot on our shirt, but no one will tell us if we smell, leaving us wondering in those make-or-break moments, ‘do I smell right now?’ If you can’t be confident that others will tell you that you smell bad, then you need to be really confident in your grooming products.”
Products in the Old Spice Swagger lineup include:
Swagger Body Wash
Swagger Deodorant
Swagger Antiperspirant Dry Spray
Swagger Hand & Body Lotion