The man your man could smell like

Agency Network: 
July 2010

Also From This Campaign 2


Film advertisement 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
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thaistylez's picture

this deserves the grand prix


Activity Score 224
Burapha University
Shawali's picture

Instant classic.

Activity Score 8434
Art Director at freelance visual creative/Paris, France |

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

sirvan's picture

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.

Activity Score 29860


"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

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.

Activity Score 8611
Guest's picture

Love your comment, Dzsoi. Totally agree with you.

Guest's picture

Excellent copywriting skills :)

Guest's picture


Reality Check's picture

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.

Reality Check
Activity Score 2549
Guest's picture

Best spot of the year.

Guest's picture

LOve it !

BFB's picture

Best ad in the last few years.

Activity Score 936
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

Absolutely brilliant! So jealous I can hardly type!

Activity Score 407
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

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

Activity Score 8611
jponino's picture

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

Activity Score 601
Copywriter at ISCOM, copywriter and art director
kubasagan's picture

look again - the commercial is now diamonds

Activity Score 113
Copywriter at K2 Internet |

senior interactive copy @ K2

jbuckingham's picture

Never tire of watching this.

Activity Score 913
JustinCarrasquillo's picture

dude creeps me out

Activity Score 563
Photographer at Los Angeles, CA |

CommandZ's picture

Really really great work. Love this campaign.

Activity Score 2515
Creative Director
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

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

Activity Score 30
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

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

Activity Score 51
Graphic Designer
Guest's picture

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

dadada's picture

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!

Activity Score 1720
Art Director |

Everybody is creative, be yourself.

digital_br's picture

it"s so amazing.....

Activity Score 23
advert-street's picture

I love this ad!

Activity Score 8
Janae's picture

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

Activity Score 385
ortega's picture

The best spot of the year!

Activity Score 41
CommandZ's picture

Never gets old. The mark of a true classic.

Activity Score 2515
Creative Director
Lisbon freak's picture

As classic as the 1984 Apple spot.

Lisbon freak
Activity Score 496
Creative Director at Toronto
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