Old Spice leans into a high-fantasy narrative for the Smelly World commercial, bridging the gap between gritty, low-key aesthetics and surreal, sunlit vistas. The project explores a contrast between dark, torchlit encounters and vivid, dream-like landscapes that feature both a bearded traveler and a whimsical unicorn sequence.
Developed by Wieden+Kennedy New York with production by Pulse Films US and WORK USA, the campaign utilizes a cinematic, live-action technique to ground its absurdity. The visual language shifts from rugged, detailed costume work in nocturnal settings to saturated, warm-toned sequences, maintaining a distinct stylistic tension throughout the narrative.
