Latest Old Spice Ad Campaign, Featuring New Global Brand Ambassador Actor/Comedian/Writer Deon Cole, Reminds the World: Men Have Skin, Too
CINCINNATI--(BUSINESS WIRE)--Old Spice, the men’s grooming authority, knows that men need, want and
deserve nice skin, too. Today, the brand introduces its all-new Fresher
Collection, offering real body wash benefits forged from real
ingredients -- like Deep
Scrub with Deep Sea Minerals, Exfoliate
with Charcoal, Moisturize
with Shea Butter, Cooling
with Mint and Relax
with Lavender -- that help guys elevate their grooming regimen. The
all-new Fresher Collection also infuses new fresh scents and anti-perspirant/deodorant
technology that goes on smooth to combat visible residue, so guys
don’t have to worry about white marks on dark shirts.
Celebrating the new collection, Old Spice reveals a ‘fresh’ new face and
Old Spice Guy, actor/comedian/writer Deon Cole (Black-ish, Grown-ish)
who takes on a coveted role as a global ambassador. Cole will debut in “Running
on Empty,” the first spot from the new “Men Have Skin Too”
advertising campaign premiering on television nationwide January 20
during the NFL Conference Championship Games.
“We’ve scoured the earth for the world’s best ingredients in our
products … AND the perfect Old Spice Guy,” said Matt Krehbiel, Old Spice
Associate Brand Director at Procter & Gamble. “We’re ecstatic to welcome
Deon, a talented and hilarious comedian and actor to the Old Spice
family. Deon’s big personality and quick wit are a perfect fit for the
humor that fans love and expect from Old Spice.”
“Growing up using Old Spice was everything to me, so it's huge to join
the world-famous group of Old Spice Guys. Mom, are you reading THIS?”
said Deon Cole. “As the newest Old Spice Guy, the first thing I’m
sharing is that men have skin, too … and the NEW Fresher Collection
delivers real freshness forged with real ingredients that we can call
our own. You’re smellcome, man.”
With Cole’s extensive background in acting, comedy and writing, it was
natural for him to join the ranks of legendary Old Spice Guys and the
brand known for its hilariously smart advertising campaigns. Cole stars
as Charlie in ABC’s Black-ish for which he received a NAACP Image
Award nomination for “Outstanding Supporting Actor in Comedy Series” and
ABC Family’s Grown-ish. He’s also the host of BET’s game show Face
Value with Tiffany Haddish. Cole received his first Emmy nomination
as a staff writer for NBC’s The Tonight Show with Conan O’Brien.
Old Spice knows that guys not only want to smell fresh, but they also
want skin that is clean, healthy and moisturized. They want the kind of
product selection that women have ... not just a few small shelves or a
single, lonely product in the shower. Men want grooming products that
they can call their own with real freshness forged with real ingredients
and benefits! “Men Have Skin Too” is the latest hilarious creative
digital and television campaign developed by Wieden+Kennedy (Portland).
“Men Have Skin Too” National/Digital Campaign
Starring Deon Cole
The campaign launches with “Running on Empty,” debuting on national
television during the NFL Conference Championships on January 20.
Following the release of “Running on Empty,” the remaining “Men Have
Skin Too” spots will be available in early February on the Old
Spice YouTube channel. Each creative piece features new Old Spice
Guy Deon Cole, and actress Gabrielle Dennis (Rosewood, Luke
Cage) plays a prominent role in three spots. In addition to Cole and
Dennis, the campaign also features cameo appearances by actor/former NFL
player Thomas Q. Jones and comedian/social media star, Keraun Harris.
-
“Running on Empty” (:15/:60) - She wants his body products. What
should he do?
-
“One on One” (:30) - Two friends shoot hoops and share the skinny on
skin care.
-
“Taking Stock” (:30) - Who says skin care is only for women?
-
“The Getaway” (:15) - Lavender. You’ll like the smell of it.
-
“Group Chat” (:15) - It's okay to share your Cooling with Mint, right?
Click
here for complete details on the all-new Old Spice Fresher
Collection product line.
Check out the manliest grooming brand on the planet at: Twitter (@OldSpice),
Facebook (Facebook.com/OldSpice),
YouTube (YouTube.com/OldSpice)
and Instagram (oldspice).
About Old Spice
Procter & Gamble’s Old Spice is the quintessential men’s grooming brand.
Celebrating 80 years as an iconic American brand, Old Spice is the
authority on the male grooming experience and has leveraged this
heritage to become the No. 1 selling anti-perspirant/deodorant stick and
body wash brand with guys of all ages. Old Spice offers a complete
product portfolio for today’s man, including anti-perspirants,
deodorants, body washes, body sprays, shampoos, hair stylers, shave
gels, aftershaves and colognes.
About Procter & Gamble
P&G serves consumers around the world with one of the strongest
portfolios of trusted, quality, leadership brands, including Always®,
Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®,
Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®,
Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&G
community includes operations in approximately 70 countries worldwide.
Please visit https://www.pg.com/
for the latest news and information about P&G and its brands.