Now W+K and Old Spice enlist a prize tosser and Heather Graham for ‘Believe In Your Smellf’

Following a huge hit campaign is always a problem, especially one built on humour and Wieden+Kennedy has been wrestling with this somewhat for mega prize-winning Old Spice ever since Isaiah Mustafa and ‘The Man Your Man Can Smell Like.’

Of course it wasn’t the humour that made Isaiah so popular, it was ‘cos he was sexy (nothing much changes).

Here’s its latest effort featuring a self-obsessed jerk (he is quite funny) and Hollywood actress Heather Graham (very good in her three seconds of screen time).

What to make of ‘Believe in Your Smellf?’ It’s an extra cheese topping of course but a bit lumpy. But do young male buyers identify with the guy in the headphones? Maybe that’s not the aim these days.

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awards believe in your smellf Heather Graham humour isaiah mustafa new campaign old spice self-obsessed jerk sexy wieden+kennedy

About Angie Dean

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