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Old Spice 'Smellcomes' Boys to Manhood

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Choir of mothers struggle with sons' enticing qualities in latest Wieden+Kennedy Portland ads

Old Spice 'Smellcomes' Boys to Manhood

Wieden+Kennedy Portland has kicked off the new year with an integrated campaign for Old Spice launching this weekend called "Smellcome to Manhood." The campaign complements the launch of Old Spice's new lineup of Re-fresh Body Sprays and demonstrates the important role Old Spice plays in the male coming of age.


Debut creative includes a series of broadcast spots featuring a choir of moms hilariously singing about their difficulties in accepting that Old Spice is spraying a man onto their sons. The launch spot, "Momsong" (:60) will make its television debut during the NFL Whildcard Weekend on Sunday, January 5. The campaigns subsequent spots, including "Tree" (:15) and "Bowl" (:15) will run on broadcast and are also all currently featured on the brand's social media channels. 



This is all part of Old Spice's New Year's resolution suggestion for young guys around the world is to "Scent Responsibly" and help end the overspraying epidemic. According to Old Spice's national "Scent Responsibly" Survey, the overspraying issue is real, and it’s no surprise: nearly 70 percent of guys revealed they weren’t taught how to properly apply body spray.


With Old Spice Re-fresh Body Sprays, arriving in stores this January, the brand's new, first in category Re-fresh Technology eliminates the need for guys to overspray at first application or reapply throughout the day, because one spray lasts all day. In addition to this new technology, Old Spice is arming young guys with the right tools, including an educational video about the technology and how to properly apply body spray. 


CLIENT                Old Spice 
PROJECT NAME    Old Spice Global | Re-Fresh Body Sprays
CLIENT CONTACT    Bobbie Jo Ehlers – Global Marketing Director; Mathew Krehbiel – Global Brand Manager; Charlie Nutting – Global Associate Brand Manager
LAUNCH DATE    1.5.14
DURATION OF CAMPAIGN    1.1.14 – 9.1.14

Creative Directors    Craig Allen | Jason Bagley
Copywriter    Justine Armour 
Copywriter     David Povill 
Art Director    Ruth Bellotti
Senior Producer    Lindsay Reed
Account Team    Liam Doherty | Diana Gonzalez | Yaya Zhang | Jessica Monsey 
Executive Creative Directors    Susan Hoffman | Joe Staples 
Head of Production    Ben Grylewicz

Production Companies    MJZ
Director    Steve Ayson 
Executive Producers    Emma  Wilcockson
Line Producer    Mark Hall 
Director of Photography    Ryley Brown

Editorial Company    HutchCo 
Editor    Jim Hutchins 
Asst. Editor     Patrick O’Leary
Post Producer    Jane Hutchins

VFX Company    The Mill
Head of Production    Arielle Davis
Executive Producer     Sue Troyan 
Producer    Adam Reeb
Coordinator     Ben Sposato 
Creative Director | Flame Lead    Tim Davies 
Shoot Supervisor     Steve Anderson 
3D Lead    Meng-Yang Lu
3D Artist     Mike Di Nocco 
2D Artist     John Price 
2D Artist    Lisa Ryan 
2D Artist     Margolit Steiner
2D Artist     Scott Wilson
2D Artist     Jale Parson 
2D Artist     Edward Black 
2D Artist     Steve Cokonis 
2D Artist     Tara De Marco 
2D Artist     Tim Robbins 
2D Artist     Dag Ivarsory 

Music Company    Walker
Producer     Sara Matarazzo
Assistant Producer     Abbey Hickman
Composer | Arranger    Brad Neely
Music Record     Warehouse Studio and GGRP Productions Vancouver, BC
Music Record Engineer     Vince Renaud  
Composition Engineer     Graeme Gibson 
Music Engineer Assistant     Zach Blackstone 
Record Coordinator     Derick Cobden 
Final Mix
Studio     Barking Owl
Post Engineer     Brock Babcock
Producer    Whitney Fromholtz

Color Transfer 
Company      MPC
Artist     Mark Gethin 

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