Client: Old Spice
Agency: Wieden & Kennedy Portland
Old Spice appears to be gunning directly for Axe with a new line of refresh body sprays, two new spray scents and some of its first spots targeted directly at the fragile psyches of teenage boys.
The concept is that Old Spice will make you smell like a man, which will make ladies treat you like a man, which will make your poor mother cry. Easier than running afoul of the law and far more satisfying than simply talking back, men around the nation now have a healthier way to rebel: Just spray to get laid.
Source: adweek – http://bit.ly/1eCgfsI