US – Old Spice is tapping into father-son relationships with a revamped campaign that aims its products at Generation Z.
The men's grooming brand, recognised for its Smell Like a Man, Man ads, is celebrating a decade of actor Isaiah Mustafa playing the Old Spice Man by introducing his on-screen son to audiences – alongside its new range of Old Spice Ultra Smooth products.
Created by Wieden & Kennedy Portland, the ads include Mustafa interrupting his son, actor Keith Powers, while he's pitching at work and playing sports with his friends. While Mustafa aims to have a fatherly conversation about using Old Spice in order to smell good, Powers retorts that he's already using the Ultra Smooth range – featuring antiperspirant deodorant and a body wash in ‘clean, subtle scents'.
Running across digital, social media and tv ads, the campaign takes a tongue-in-cheek approach to the theme of father-son relationships and modern masculinity, something we unpick in our listicle exploring the campaigns debunking male marketing myths.
