W+K gets Old Spice back on track with ‘Legendary Man’

It’s another big year for Wieden+Kennedy, our US Agency of the Year for 2015. At some stage it will air its first work for Bud Light, the US’s biggest beer brand but one which is reviled by many. W+K is good at charming us but will it succeed with unloved Bud Light?

Aside from 30-year foundation client Nike, the agency’s most famous work on a world stage is probably Old Spice with Isaiah Mustafa. But Isaiah came on the scene six years ago and, since then, the agency has struggled to find something as pertinent and funny for the Procter & Gamble brand although the campaigns have had their moments.

Now it’s offering us the ‘Legendary Man’ for new Old Spice line Hardest Working Collection, claimed to banish sweat.

More like it. The thing about Isaiah though was that he was a personality as well as a peerless poser. But pretty good and a return to form.

MAA creative scale: 7.

(This is an updated version of an earlier post when I dimly ascribed Old Spice to Unilever – ed).

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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.


  1. Old Spice is a P&G brand. Not Unilever. FYI.

  2. Whoops! will change it, thanks Dave