Old Spice is encouraging men to move on from their teenage selves with a new campaign film that illustrates how the brand can provide a clean break with awkward adolescence.
Promoting the launch of its new ‘Premium Scents’ range, ‘Farewell Teenage Me’ parodies coming-of-age tropes in an Americana-laden setting, paying homage to the brand’s early origins.
Developed by creative agency Wieden & Kennedy London, the ad was directed by Biscuit Filmworks’ Andreas Nilsson with a creative by Marcelo Duarte and Georgina Brisby.
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“Building on consumer insights, we [have] positioned Old Spice as a ‘coming of age’ product for a generation of young men boldly taking their first steps into manhood,” Procter & Gamble senior brand director, Enric Jimenez Prat said.
With media planning and buying handled by P&G, the spot will be run across broadcast, online and social media platforms across the European market.
Wieden + Kennedy London creative director David Colman added: “Making a comedy dialogue ad where one person plays both roles was never going to be easy but, with Andreas Nilsson behind the wheel of our ‘Oldspicemobile’ and an incredible team riding shotgun, the film was a lot of fun to make.”
