Old Spice "Smell as Great as Nature Is" by Wieden+Kennedy Portland

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Old Spice 'Smell as Great as Nature Is' by Wieden + Kennedy Portland.
Old Spice 'Smell as Great as Nature Is' by Wieden + Kennedy Portland.

Male grooming brand embraces the scents of nature for latest campaign

Procter & Gamble has rolled a series of Old Spice ads, based around the theme of the great outdoors for its "betterer than nature" range of products. 

The whimsical ads, by Wieden + Kennedy Portland, feature a man dressed in rustic attire explaining the benefits of nature smells. In one, he pines that nature smells are more manly than "jet powered chainsaws" and in another uses a coconut as a smartphone.

Five 15-second spots launched online this week, and a TV ad will follow next week.

Campaign credits

Client: Old Spice
Agency: Wieden+Kennedy Portland

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