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.
Old Spice · Old Spice x The Super Mario Galaxy Movie (Original Music)
Old Spice takes a bold leap into the cinematic stratosphere with its latest spot, Old Spice x The Super Mario Galaxy Movie, an inventive commercial that seamlessly bridges the gap between classic grooming staples and high-concept pop culture branding. Centered on a bearded astronaut navigating the claustrophobic, metallic confines of a spacecraft, the campaign leverages sophisticated live-action technique to ground its absurdity in a tactile, believable reality. As the protagonist interacts with a bright, red-hued stick of Cosmic Quest deodorant, the film masterfully pivots into a playful transformation sequence, blending physical performance with seamless VFX to manifest the iconic Mario aesthetic. The visual narrative relies heavily on the stark contrast between the cool, atmospheric tones of deep space and the vibrant, high-energy presence of the product, effectively utilizing dynamic camera movements to simulate the disorientation of zero gravity. Beyond the visual spectacle, the experience is anchored by the rhythmic, thematic sound design crafted by The Crystal Creative, which adds an essential auditory layer to the galactic journey. By leaning into this intersection of CPG advertising and blockbuster entertainment, the project manages to capture the imaginative spirit of its source material while maintaining the unmistakable, rugged identity of the Old Spice brand in a campaign that feels both epic in scale and refreshingly grounded in its execution.
Old Spice · The End of Adolescents
Old Spice presents 'The End of Adolescents,' a campaign spot within the fragrance and beauty sector. The narrative follows a young man transitioning through suburban milestones, captured through a live-action technique that leans into warm color grading and natural lighting. Produced by Arts & Sciences, the commercial highlights the brand's presence through relatable domestic and outdoor sequences.
Old Spice · You Smell
Old Spice's 'You Smell' campaign is a multi-vignette commercial project directed by GREATERGOOD. The narrative follows a series of men across distinct environments, ranging from rain-streaked domestic interiors to outdoor park and beach settings. Utilizing a live-action technique, the film leans into a cinematic visual language. The cinematography relies on soft natural lighting to frame individual character moments, connecting the disparate scenes through a consistent, realistic tone.
Project Old Spice · Mom Song 'The End of Adolescence'
Old Spice's 'Mom Song: The End of Adolescence' is a commercial production that leans into a domestic narrative. The campaign highlights a character-driven scene set within a kitchen, featuring grooming products presented in a moody, intimate environment. Developed by agency Wieden+Kennedy Portland and production house Arts & Sciences, the work utilises cinematic lighting to frame the emotional exchange between subjects. The visual language relies on cool-toned interior elements, capturing a specific domestic aesthetic while maintaining a focus on the product range.
Old Spice · Farewell Teenage Me
Old Spice presents 'Farewell Teenage Me,' a commercial film that explores a narrative of personal growth. The spot follows a mature protagonist navigating a desert landscape in a red convertible, accompanied by a younger, more flamboyant version of himself. Produced with Wieden+Kennedy New York and Biscuit Filmworks UK, the piece utilizes cinematic framing and warm, analogue film aesthetics to anchor the story. Through live-action technique, the film captures a transition into adulthood, culminating in a reveal of the brand's product range.
Old Spice · Unbelievably Dry
Old Spice presents their latest commercial spot, 'Unbelievably Dry,' a cinematic production that captures the contrast between strenuous physical exertion and persistent freshness. The narrative follows a group of men rowing across open water, highlighting the effectiveness of the brand's antiperspirant line through a stark comparison of the crew's activity and a single, unaffected individual. The spot utilizes slow motion to emphasize the physical intensity of the rowing sequence, transitioning into clean, sharp product shots against a dark backdrop. The project features creative development and production support from Burns Agency, ROMA, and MCNULTY, with sound and music design provided by The Lobby.
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