Missed this one, for Old Spice Hair from Wieden+Kennedy HQ.
It’s an interesting strategy isn’t? Marketing a cosmetic product via its appeal to naff jerks. But they’re obviously serious about this stuff – here’s what it says on the website:
Do you have hair? Do you have a body? Gentlemen, these are important questions. If the answer is yes to either or both, then let’s do business. The cleansing lather blasts away dirt and odor, and the scent settles over your body the way fog rests in a valley, letting the animals procreate without our knowledge. If for some reason you don’t have hair or a body, we are working on a body wash that’s right for you.
P&G as inveterate jokers? But it is funny.