Old Spice and Wieden+Kennedy Portland, the agency behind the campaign, announced the return of the much-loved Guy, (Isaiah Mustafa) who will be featured in new advertisements to air the day after the Super Bowl. The news was posted to Old Spice channels on Facebook and Twitter.
The Old Spice Guy will star in all-new two 15-second and one 30-second adverts (in one of them, he’ll be wearing a long grass skirt) as well as in print and digital media speaking about the brand’s new toiletry, which takes us to a “scent vacation” in exotic places like Cypress, Denali, Fiji, Matterhorn and Komodo.
W+K adds some details to what the Guy dashed out in the trailer spot. “In true Old Spice fashion, we will reward our fans with the campaign first. This time around, we’re actually handing the new commercial to one Super Fan several days before it premieres on national TV on February 7, letting them decide how and when the public will see the new campaign,” says the agency in its press release.