With tongue firmly in cheek, Old Spice uncovers a male crisis reaching epidemic proportions in its “Never Let a Friend Lose His Swagger” campaign from Wieden+Kennedy, Portland, Ore.
In the mix is a series of over-the-top dramatized spots that explore the syndrome whereby men sacrifice their guy friendship time. The antidote: Old Spice Swagger, which brings the swagger back, negating the tendency to be a lone wolf/lonely guy.
Steve Rogers of Biscuit Filmworks directed the spots which include “Next Episode.” This :90 spot stars Sarunas Jackson (Insecure, Games People Play, Good Trouble) who shows that friends don’t let friends spend the night at home in a binge-watching blackhole.
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Credits
Client Old Spice Agency Wieden+Kennedy, Portland, Ore. Eric Baldwin, Jason Bagley, executive creative directors; Matt Sorrell, Ashley Davis-Marshall, creative directors; Bertie Scrase, copywriter; Christen Brestrup, art director; Matt Hunnicutt, head of production; Lindsay Reed, producer; Patrick Cahalan, studio manager; Ken Berg, sr. designer; Drew Phillips, Samantha Serocki, strategic planning. Production Biscuit Filmworks Steve Rogers, director; Shawn Lacey, managing director; Holly Vega, exec producer; Thomas Townend, DP; Mala Vasan, line producer; Drogo Michie, production designer. Production Services Lime Studios, Bangkok Wandee Somboon, producer. ASAP, Bangkok Carson Ng, producer. Editorial Mackcut Gavin Cutler, editor; Pamela Petruski, assistant editor; Gina Pagano, exec producer. VFX Yours Truly Kevin Tim Davies, ECD/partner; Mike Dalzell, head of CG; Steve Gibbons, Bobby Murdock, Tony Petitti, 2D artists; Matt Longwell, Carl Harders, Greg Mawicke, Nico Sugleris, 3D artists. Sue Troyan, sr. exec producer/partner. Color Company 3 Sean Coleman, colorist. Sound Design Mackcut Sam Shaffer, sound designer. Audio Post Lime Studios Loren Silber, audio mixer/sound engineer; Susie Boyajan, audio producer.
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