Old Spice launches range of scented soap bars with humorous new campaign via W+K Portland

Old Spice has launched a range of scented soap bars with a humorous new campaign via Wieden + Kennedy, Portland.

The spots were shot by Steve Rogers via Biscuit Filmworks/Revolver Film.

Guys can finally experience masculine smelling bar soap. With more than 40 percent of guys loyal bar soap users, Old Spice has their backs (and arms, legs, chest, pits and other bits) when it comes to manly scented shower equipment.

VIEW THE SHOWER SPOT

VIEW THE WATERMELON SPOT

Available in the brand’s three most popular scents – Fiji, Pure Sport and Swagger – W+K launched the bar soap in true Old Spice style: with a new campaign that brings back the classic soap commercial and demonstrates how guys can wash their body the manly way, with manly scented bar soap to the tune of an extremely masculine, yet incredibly informative jingle.

Joe Arcuri, Vice President, North America Beauty Care at Procter & Gamble said: “We know many guys are living with an unspoken shame – that they simply use whatever bar soap is already in the shower based on what the woman in their life purchased and is often using. I guess we’re also in the business of helping guys reclaim their territory in the shower.”

Agency: Wieden + Kennedy, Portland

Music Editor: Rohan Young