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Old Spice's Latest Line Up Declares 2022 Year of Curls

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PRETTYBIRD director Yousef devises an wavy curly dance party for the Wieden+Kennedy campaign

Old Spice's Latest Line Up Declares 2022 Year of Curls

As the #1 men’s hair brand, Old Spice is launching the ‘Curls are Cool’ campaign with a curl-inspiring creative to launch the all-new Wavy Curly Line up featuring a Shampoo, Hair Moisturiser and Leave-In Conditioner.

The Wavy Curly launch will kick off with a new ad creative taking viewers deep inside the wacky world of curls. The spot was produced by PRETTYBIRD UK in partnership with Wieden+Kennedy and directed by award-winning director Yousef. The spot will appear on Hulu, YouTube, Reddit, Twitter and Instagram.

Curls are Cool - A classic bodega quickly turns into a wavy curly alternate universe! A wavy curly dance party of epic proportions ensues as patrons show off their unique curls. The spot ends with a straight-haired person entering the shop, temporarily interrupting the party, only to immediately walk out and the wavy curly party continues.

The new line up is one of the first product lines from any major men’s hair brand specifically designed to preserve men’s wavy and curly hair. Nearly 40% of men have wavy or curly hair but lack products specifically dedicated for them, so Old Spice created a new line up to provide the grooming care wavy and curly hair needs without having to dip into women’s hair products.

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Executive Creative Director: JP Petty, Hermeti Balarin, Ana Balarin

Creative Directors: Erik Fahrenkopf, Sara Phillips

Copywriter: Sai He

Art Director: Sam Perry

Director of Production: Orlee Tatarka

Executive Producer: Katie McCain

Producer: Eunice Pang

Design Producer: Kelly Cousins

Studio Designer: Ken Berg

Brand Strategy Director: Drew Phillips

Senior Strategist: Christian Clay

Media/Comms Planning: Jason Strickland, Emily Graham, Emily Wuetcher, Tenley Sanduski

Brand Team: Thomas Harvey, Crystal Thomas, Patrick McLaughlin, Carla Lozano

Creative Operations Manager: Klarika Huszar

Business Affairs: Matthew Hughes

Traffic: Eric Nguyen, Joe Chaath


Production Company: PRETTYBIRD UK

Director: Yousef

Co-Founder UK/ Exec Producer: Juliette Larthe

Executive Producer: Paulette Caletti, Ted Thornton

Producer: Jake River Parker

Production Manager: Emily Mulkerrins

DP: Adric Watson

Production Designer: Joe Withers

Wardrobe: Kate Forbes

Make-Up Artist: Chloe Rose

Hair Stylist: Roy Hayward

Choreographer: Supple Nam

Editor: Charles Gamble

VFX Supervisor: Ed Rigg / Dave Packer (Sheep Films)

Lead Flame: Dave Packer (Sheep Films)

2D/3D VFX Artists: Sheep Films (Dave Packer), Louis Hudson, Shivam Solanki, Jawad Zafar, Felix Von Liska, CGF Moscow.

Sound Designer: Robert Chen


Company: JOINT

Editor: Ian DeVore

Assistant Editor: CJ Duncan

MGFX Artist: Kalina Torino

Executive Producer: Kathleen Russell

Post Producer: Izzie Raitt, Catherine Liu


Color Company: MPC

Colorist: Daniel De Vue

Color Executive Producer: Meghan Lang Bice

Color Producer: Gabriel Wakeman


Artist: H33ra

Song: “Curls are Cool”


Company: JOINT

Audio Engineer: Natalie Huizenga

Associate Audio Engineer: Candace Mortier

Audio Producer: Louise Woodward

Executive Producer: Kathleen Russell

Genres: People

Categories: Hair care, Beauty & Health

PRETTYBIRD UK, Thu, 03 Feb 2022 13:45:05 GMT