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‘Old Spice Guy’ Returns 10 Years Later As ‘Uncool’ Dad In Latest Series Of Ads
By Thanussha Priyah, 23 Jan 2020
Image via Old Spice
Old Spice enlists Isaiah Mustafa who will be reprising his role a decade after the original Old Spice Guy campaign was released. The Procter & Gamble-owned brand teamed up with Wieden & Kennedy Portland for the latest reboot.
It now presents Mustafa as an attention-seeking dad who often interrupts his son, played by actor Keith Powers, with his dramatic punchlines about men’s grooming products in out-of-this-world backdrops.
The spot aims to promote the brand’s latest “Ultra Smooth” products, which include antiperspirant-deodorant, deodorant and body wash. As an attempt to represent the brand as suitable for men of all ages, the commercial caters to both the Gen Z son and ‘Boomer’ dad.
In 2010, the Old Spice campaign with Mustafa as the “Old Spice Guy” was a massive hit. The initial advert encouraged the female audience to buy the product for their partners, which resulted in a surge in sales for the brand.
Check out the latest Old Spice spots below.
[via Fast Company, images via Old Spice]
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