Old Spice, the "Official Deodorant and Body Wash of the NFL," today debuted its "Unnecessary Freshness" advertising campaign, which humorously chronicles the stories of Denver Broncos wide receiver Wes Welker and New England Patriots linebacker Jerod Mayo being swept away by the unnecessary freshness of the Old Spice Fresh Collection. Welker and Mayo, who this year will be inducted into the prestigious and manly-scented Old Spice Guy fraternity, will appear in a series of television, print and digital ads that kick off this week to coincide with the start of the 2013 NFL season.
Unnecessary Freshness (Photo: Business Wire)
"While the idea of unnecessary freshness may seem a bit extreme, when it comes to guys who demand the longest-lasting, hardest-working scents on the planet, it's absolutely necessary," said JC Harvey, brand manager for Old Spice. "With the unbeatable freshness of the Old Spice Fresh Collection, football fans can transport themselves to a tropical island or the top of a mountain peak without leaving their couch or missing a play."
Developed with advertising agency Wieden+Kennedy (Portland), the campaign features a total of four 15-second television spots – " Snow Globe," " Absent," " Coach" and " Lizards" – following the same over-the-top, classic jingle format introduced earlier this year with the launch of the brand's new manly-scented bar soap. The television campaign kicks off with the debut of "Snow Globe" during the NFL season opener – Denver Broncos vs. Baltimore Ravens – on Thursday, Sept. 5. The subsequent spots are currently available on the brand's social media channels on Facebook ( Facebook.com/OldSpice) and YouTube ( YouTube.com/OldSpice) and will roll out on television over the course of the NFL season.
The Old Spice "Unnecessary Freshness" print campaign uses a comic book format to tell the totally factual true stories of real events that actually happened to Welker and Mayo who used Fresh Collection and became way too fresh.