Old Spice and W+K launch ‘smellcome to manhood’

Some of us have experienced it: that rite of passage when your teenage son stops ponging of boy and starts to smell like one of the girls on the Clarins stall in a department store.

A hormone-induced opportunity for marketers of course; which Procter & Gamble is trying to muscle in on in this new campaign from Wieden+Kennedy HQ, ‘Smellcome to Manhood,’ for Old Spice’s new Re-Fresh Body Spray.

Will it have quite the same effect as BBH’s work for Unilever’s Axe/Lynx with its cast of female angels?

It’s more realistic – but when did realism have anything to do with such matters?

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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