Old Spice
Old Spice's cinematic commercial campaigns and personal care branding across beauty and media
Featured Old Spice projects
This week's top Old Spice projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
Old Spice · Smell Super
Old Spice presents Smell Super, a cinematic commercial spot directed by PRETTYBIRD US with creative agency Wieden+Kennedy Portland. The project leans into a science-fiction aesthetic, featuring an astronaut navigating a detailed spacecraft cabin through live-action technique and integrated VFX / visual effects. The film utilizes moody, atmospheric lighting to define its cosmic setting, balancing raw, cinematic production values with zero-gravity physics. The narrative centers on a stylized deodorant product in a high-concept environment.
Old Spice · Coach
Old Spice leans into athletic intensity for their Coach commercial, capturing the high-energy dynamic between a seasoned trainer and a younger player. Set against an urban astroturf pitch, the narrative focuses on rigorous training drills and candid interactions. The project utilizes a cinematic grade combined with natural lighting to highlight the environment, maintaining a clean, live-action aesthetic. Production services for the campaign were managed by Ridley Scott Associates UK and Camino, with creative development led by the agency Wieden+Kennedy Portland.
Old Spice · Jungle Wilderness
Old Spice presents 'Jungle Wilderness,' a campaign film set against a dense, verdant backdrop. The spot features a protagonist in high-contrast formal wear—a white suit and black bow tie—navigating a series of natural environments including streams and thick foliage while carrying the brand's signature product. Developed by agency Wieden+Kennedy London with production support from Biscuit Filmworks UK, the piece utilizes dynamic live-action technique to capture the movement through the terrain. The visual direction emphasizes a saturated color palette, balancing deep natural greens with the stark aesthetic of the lead talent's attire for a cinematic result.
Old Spice · Odor Block
Old Spice's Odor Block campaign features Terry Crews in a high-energy commercial set within a tiled shower environment. Produced by Abso Lutely, the spot channels a humorous, action-oriented tone through dynamic motion and bold on-screen typography. Developed by agency partners Wieden+Kennedy New York, the live-action project leans into comedic performance to highlight the brand's body wash product. The campaign is captured in a horizontal format suitable for broadcast distribution.
Old Spice · 'The Man Your Man Could Smell Like'
Old Spice captures a playful energy in their classic broadcast campaign, 'The Man Your Man Could Smell Like.' The project transitions through a series of rapid, surreal set pieces, moving from a crisp bathroom environment to a yacht deck with a brisk, comedic rhythm. Produced with a highly polished live-action technique, the commercial spot leans into a direct-to-camera format to maintain viewer engagement. Wieden+Kennedy Portland directed the campaign, which balances high-end production value with the brand's signature humorous tone.
Old Spice · Muscle Music
Old Spice's Muscle Music campaign features actor Terry Crews in a live-action commercial spot that blends athletic performance with musical composition. The project places the performer in an industrial concrete setting, where physical movements trigger a variety of instruments including saxophones, drums, and guitars through an electronic sensor array. This commercial utilizes a clean aesthetic and direct lighting to emphasize the mechanical interplay between the performance and the sound design. Post-production and VFX were managed by Parliament to coordinate the complex visual integration of the musical apparatus.
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