Wieden+Kennedy lands the next bull's eye for Old Spice

Wieden+Kennedy confidently alludes to the sometimes absurd (but funny) Old Spice campaigns of the past. One remembers, for example, the Legendary Man, who played the tennis balls on a whale, which the whale shot out of the breathing hole. Later he communicated with a gorilla in Sign language. Back in 2013, Wieden+Kennedy signed up Mr. Wolfdog as the new head of marketing for Old Spice. And that's supposed to sell deodorants?

While other manufacturers of men's body care products provide tangible reasons - such as the attraction to women, the anti-transpirant effect or the duration of effect - Old Spice has always been primarily content with making the audience laugh.

Now the Portland-based agency - responsible for all the adventurous advertising excursions of the past - is pulling out all the stops and unleashing a new group of animal testimonials on viewers. To have them picked apart by dedicated mothers in the commercials.

There's not only the disarming Alpha Dawg (the name of a marijuana strain, by the way), but also a super octopus parasailing a bear behind it. And also the skeleton commercial ("Help! His hair is killing the vibe in here." "I should have used Old Spice hair gel.") doesn't really go down well with the ladies, who imagine targeted advertising for body care products to be quite different from this non-sense male appeal.

The whole thing works so well that, as part of the target group, you really only want one thing after laughing: Buy Old Spice in the next store. For the rest of your life. (hae)