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Old Spice Gets the Olympic Treatment

24/07/2012
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W+K, The Mission and Biscuit's Tim Godsall create I Will Live Forever

 

Forget nietzsche or Clark Kent - when it comes to creating  the ideal superman, look no further than Wieden + Kennedy, The Mission and Biscuit Filmworks. They've teamed up to create the latest Old Spice spot, which has something of an Olympic twist.
 
Venice, CA-based visual effects studio The Mission were brought on board to convert  an undernourished, beardless geek into the paragon of manliness in the comical new spot  “I Will Live Forever” for Old Spice out of Wieden+Kennedy, Worldwide.  The spot demonstrates how deodorant-doubling-as-motivational-tape not only encourages, but also grows muscles, beards and generally elevates milksops to demigods.  
 
The Mission teamed up with Wieden+Kennedy and Biscuit Filmworks director Tim Godsall for another round of Old Spice—the last collaboration being the hilarious “I Can Do Anything.”  The Mission provided comprehensive effects and finishing services, including: set supervision, secondary color correction, rig removal, extensive compositing and roto work for head replacement, beauty work and graphic treatments. 
 
“I Will Live Forever” opens on a needle-thin man at a swim meet, listening to a motivational tape in an Old Spice deodorant canister Walkman.  The man dives into the pool as he repeats “I will make it to the big championship.  I will win all of the first place medals and most of the other ones.”  He wins, exiting the pool with a neck-full of medals, muscles and a beard to rival Paul Bunyan’s.  Next, he repeats, “I will cure all the world problems,” as he turns a ‘world problems’ chart right-side-up, accompanied by a super, “Everything fine now.”  He then repeats from his coffin, “I will die a hero… but I will live forever with my line of premium table crackers.”  We close on a table cracker commercial starring a boy who grows a beard instantly after taking one bite.  “It’s golden!!!” declares a super.  The spot closes on Old Spice’s Champion line, the tag, “Believe in your smell,” and the P&G and Olympic logos declaring P&G a worldwide partner. 
 
Check out the spot here http://bit.ly/NGKZg1
 
Credits:
Client: Old Spice
Title: “I Will Live Forever” :30
Airdate: Currently airing
Agency: Wieden+Kennedy, Worldwide
Management Supervisor: Michael Dalton
Account Supervisor: Diana Gonzalez
Creative Director: Jason Bagley
Creative Director: Craig Allen
Agency Producer: Jeff Selis
Art Director: Max Stinson
Copywriter: Jason Kreher
Production Company: Biscuit Filmworks, LA
Director: Tim Godsall
Executive Producer: Holly Vega
VFX/Animation: The Mission, Venice, CA
Creative Director: Rob Trent
Executive Producer: Michael Pardee
On Set Supervisor: Michael Gibson
Flame: Max Harris, Katrina Salicrup, Colleen Smith
VFX Producer: Diana Cheng
 
           
 

 

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