Description
Old Spice, the iconic personal care brand, today launches its most significant UK brand campaign, “Smell Goes a Long Way.” This isn’t just about smelling good; it’s Old Spice showing that a truly great long-lasting scent gives young men an unexpected edge in life, transforming everyday challenges into triumphs.
Created with RCP, the campaign shows that manhood is a mindset, not a milestone you simply reach. It champions the underdog, injecting relatable, UK-centric humour to connect with the British experience.
Exclusive Films: Smell Goes a Long Way in British Summer
Old Spice kicks off with two exclusive UK film shorts demonstrating scent's game-changing power, directed by Fatal Farm’s Jeffrey Max and produced by Agile:
"Smell Like It Went In": Our hero shanks a crucial penalty. But he smells so good with the Old Spice Sport Power collection, the ref thinks he must have scored. It’s a comedic take on turning blunders into triumphs.
"Smell Like You Found the Right Tent": Navigating the chaos of summer festivals? With the Old Spice Rockstar Collection, our hero instantly belongs with his surprising new crew. The ultimate festival life hack, keeping him fresh all day and all night.
These high-impact films debut during the World Cup in July, igniting a comprehensive TV, digital, social, and influencer blitz. Further football and festival-themed content will follow throughout summer.
Ella Salkeld, UK Personal Care Brand Director at Procter & Gamble, said: “Old Spice is building real momentum in the UK and ‘Smell Goes a Long Way’ gives us a brand platform to connect with young men in a culturally relevant way. It celebrates the confidence that comes from knowing you smell fresh 24/7 and shows how that small advantage can make a big difference. We're proud to be the UK's #1 men's deodorant stick, reflecting our strong connection with consumers and our significant contribution to the category's growth with our perfume quality scents.”
Mike Plumridge, creative director at RCP, added: “Life doesn’t always go smoothly. But when you smell great, you carry yourself differently, and that can change how others see you. We loved the idea that something as simple as smelling fresh can quietly tip the odds in your favour. Young men don’t need to have everything figured out, but they can smell like they do.”
Availability: NEW Old Spice Sport Power and Rockstar Collection, and other ranges are available now at major UK retailers (Tesco, Boots, Amazon, Sainsbury's, Morrisons) and online.
This professional campaign titled 'Smell Goes a Long Way' was published in United States in July, 2026. It was created for the brand: Old Spice, by ad agency: RCP. This Film and Integrated media campaign is related to the Household Products industry and contains 2 media assets. It was submitted 17 minutes ago.
Credits
Client
Brand Director Europe Personal Care - Alejandro Guerra
Brand Director Uk Personal Care - Ella Salkeld
Brand Manager - Henry Turnbull
Agency
Agency - RCP Ltd
Ecd - Dan Jacobs
Creative Director - Michael Plumridge
Ceo - Alastair Morgan
Business Director - Luciana Bhangu
H - Lisa Dawson
Agency Producer - Danielle Lindfield
Senior Integrated Producer - Anni Dawson
Agency Post Producer - Sarah Cattell
Production
Production Company: Agile Films
Director - Jeffrey Max / Fatal Films
Dop - Theo Garland
Exec Producer - Myles Payne
Producer - Laura Mival
Producer - Harry Chambers
Service
Service Company - Division Film
Executive Producer - Rok Lunežnik
Producer - Leila Mirah
Production Manager - Matea Lajtner
Production Coordinator - Bistra Borak
1st Ad - Maša Bojc
2nd Ad - Maša Borisov
Location Manager - Danijel Modrej
Script Supervisor - Irena Gatej
Casting Coordinator - Tatiana Dron
Extras Coordinator - Katja Golob
Pa On Set - Matej Mavri
Pa On Set - Matic Bodanec
Bts Photographer - Ambrož Molan
Production Designer - Nataša Rogelj
Art Director - Tina Vojnič
Art Director Assistant - Dorian Korošec
Set Dresser - Andrej Grizon
Props On Set / Rigger - Rok Žibrat
Graphic Designer - Matej Markovič
Prop Buyer - Katka Rižnar
Helping Hand - Emir Šistek
Helping Hand - Nero Šistek
Animal Handler - Jože Ilc
Animal Handler Assist. - Gašper Zgonc
Vet - Dr. Vet. Andraž Zrim
Medic On Set - Tomaž Pirih
Focus Puller - Robert Remškar
2nd Ac - Žiga Zdešar
Vtr - Jernej Valenčič
Dit / Vfx - Simon Sedmak
Gaffer - Robert Oberč
Best Boy - Jernej Vavpetič
Electrician - Jurij Volgemut
Electrician - Aleš Koželj
Electrician - Tomo Grdjan
Electrician - Jernej Korenčan
Electrician - Igor Mlakar
Electrician - Sergej Udovč
Electrician / Dmx Operator - Tomaž Ambruš
Key Grip - Rok Grdin
Best Boy Grip - Klemen Hren
Grip - Ivan Radeljak
Sound Technician - Teo Toth
Boom Operator - Urban Mihevc
Make Up Designer - Alenka Nahtigal
Make Up Assist. - Lena Petrovič Lukič
Hair Stylist - Borut Novak
Stylist - Tina Tanko
Styling Assistant - Monika Colja
Styling Assistant - Simona Korošec
Production Driver - Daniel Butala
Client Driver - Mark Koščak
Agency Driver - Marjan Polajner
Foreign Talent Driver - Luka Žorž
Division Driver - Jan Petrović
Wardrobe Transport - Ftt
Make Up Bus - Franjo Davidović
Honey Wagon - Emil Rizvič
Security - Oliver Stojanović
Head Of Catering - Anže Rejec
Craft - Rok, Matic, Kaja
Post-Production
Post-Production - Agile Films
Exec Post Producer - Emma Bewley
Senior Post Producer - Dominic Strachan
Production Coordinator - Nicole Raiola
Editor: Martin Fickling
Vfx Supervisor - Chris Dunleavy
Vfx Artist - Andrius Vizbaras
Additional Vfx - Team Vfx
Audio Post Production: Runamok Studios
Sound Design & Mix: Harry Butcher
Executive Producer: Caroline Jemirifo
Colour House - Black Kite Studios
Colour Producer - Jamie Mccubbin
Colourist - Rich Fearon
