Old Spice is celebrating 10 years since breaking the internet with its “Smell Like a Man, Man” campaign by bringing back the original Old Spice Guy, Isaiah Mustafa, and introduces a new star, Keith Powers, as his TV son in a new campaign.
The original iconic spot, featuring a shirtless, towel-wrapped Mustafa, is often recognized as the first branded viral ad sensation, having racked up more than 105 million online views to date and an Emmy Award in 2010, and helped Old Spice’s transformation to become the No.1 selling antiperspirant and deodorant brand for guys in the United States.
In the latest “Smell Like Your Own Man, Man” campaign, which debuts January 23rd and launches the new Ultra Smooth grooming lineup, Mustafa tries to impart Old Spice wisdom to his son, played by Powers. While Powers looks up to his dad, he humorously dismisses Mustafa’s product recommendations and shares his preference for the all-new Old Spice Ultra Smooth line.
Developed by Wieden + Kennedy, the campaign is awash in the comedic dynamic between Mustafa and Powers when the son wants to chart his own path with a more subtle persona (and scent expression) versus the over-the-top personality of the original Old Spice Guy. Like many father and son relationships, Mustafa and Powers have very different interests but are able to connect in their own unique way, through their respective grooming preferences. In fact, tables turn when Powers teaches Mustafa a thing or two about sweat protection and moisturization in the “Smell Like Your Own Man, Man” campaign:
“When it comes to grooming, we know that Old Spice users today are looking for their own signature scents and products and have differing tastes and needs,” said Matt Krehbiel, Old Spice associate brand director at Procter & Gamble. “The return of Isaiah Mustafa along with his new ‘low key’ TV son Keith Powers shows that Old Spice continues to evolve and offer our best-performing antiperspirant/deodorants and body washes in a variety of scent profiles and benefit offerings for today’s differing preferences.”