Two Ad Characters. Five Shows. One Day. No Sweat For Old Spice (Well, Maybe a Little)

Variety | 1/22/2020 | Brian Steinberg
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Rather than cutting away to commercials for deodorant and body wash, some of TV’s most popular programs on Thursday will try to make them seem part of the show.

To help draw attention to a new campaign for its Old Spice body wash, Procter & Gamble has negotiated with three different media companies for placement on four different networks for five special tie-ins in Thursday’s broadcasts of ABC’s “Good Morning America” and “Jimmy Kimmel Live”; “ESPN’s “SportsCenter”; NBC’s “The Good Place”; and TNT’s coverage of the Los Angeles Lakers taking on the Brooklyn Nets.

Broadcast - Properties - Rotation - Magic - Matt

“Lining up broadcast, digital, and social properties linearly in a 24-hour rotation definitely took some magic,” says Matt Krehbiel, associate brand director of Old Spice, in an interview conducted by email. But securing closer connections with TV programs is of more value than ever for advertisers, he suggests. “We are meeting consumers where they are, getting in the mix of their favorite shows in a relatable, organic way.”

The effort is designed to highlight the return of actor Isaiah Mustafa to Old Spice advertising – along with a new foil for the character. A decade ago Mustafa helped Procter revive Old Spice with a commercial about “The Man Your Man Could Smell Like” that sparked outsize reaction on social media. In two new commercials, the “Man” is joined by his son, played by Keith Powers, who prefers different scents and products.

Spot - Mustafa - Character - Shower - Boat

In the original spot, Mustafa’s muscled, towel-clad character goes from the shower to a boat to riding a horse, all in one seemingly uninterrupted take (“I’m on a horse,” he quips at the ad’s end). At the time, the commercial was aimed at trying to appeal to women, whom the company’s research showed played a large part in the grooming products purchased for husbands and significant others. In the...
(Excerpt) Read more at: Variety
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