Old Spice targets gamers
TV Commercial Review
Heart or Humor
Independent creative agency isobel has created a new campaign for Procter & Gamble brand Old Spice, targeting UK gamers. The campaign, created during the lockdown, features an animated version of brand spokesman and Old Spice Guy Isaiah, traveling between gaming worlds. It features Old Spice’s latest scent – Captain.
Procter & Gamble appointed isobel to their Old Spice business in 2020, following a pitch. isobel will continue to work on new Old Spice work in 2021.
The campaign was written by Lance Boreham and Tom Dyson and produced through Thomas Thomas Films. The advert was directed by Alex Bland.
The message is “We’re not saying this deodorant will make your man smell like an unbeatable game control master but we are insinuating it.”
Brand – Old Spice, Procter & Gamble
Yasmin O’Neal – Skin/Personal Care Director
Karunesh Jigyasu – Old Spice Senior Brand Manager
Agency – isobel
Executive Creative Director – Rob Fletcher
Creative Team – Tom Dyson and Lance Boreham
Agency Producer – Amy Hansen
Managing Partner – Jamie Williams
Social Media Director – Zoheb Raza
Senior Account Manager – Maxim Robinson
Media Agency – Publicis One
Production Company – Thomas Thomas Films
Director: Alex Bland
Exec Producer: Philippa Thomas
Producer: Trent Simpson
Unbeatable game control master