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.
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.
Women athletes can’t stand out--or so they’re told. They can’t have an attitude. Can’t deliver. Can’t fill a stadium. They can’t speak up, flex or make demands. And they can’t show off or break records.
Nike has a dramatically different perspective, offering a call to athletes across the globe: Do it anyway--and redefine the expectations of sport along the way.
Together with Nike, Wieden+Kennedy Portland unveiled a :60 anthem, “So Win” during Super Bowl LIX--the brand’s first time back in the Big Game since 1998. The work speaks directly to athletes who win, lead and dominate despite constantly being told how they should act, what they can’t do, and who they can’t be.
Voiced by Doechii and directed by Kim Gehrig of production company Somesuch, the campaign highlights the driving story of today: the outstanding rise of women athletes. From record-breaking viewership to sold-out stadiums, women’s sport isn’t just growing--it’s created an undeniable energy that’s expanded the athletic landscape, showing a new picture of achievement and strength that reflects the power, skill and promise of these athletes putting in the work.
Sabrina Ionescu, Jordan Chiles, Caitlin Clark, Sha’Carri Richardson, A’ja Wilson, Sophia Wilson and several others from Nike’s iconic roster of athletes encourage everyone to block out the noise, dig in and let their hard work speak for itself.
Through “So Win,” Nike’s stance is clear: There’s nothing wrong with wanting to be the best. Demonstrated through their everyday expression of confidence and their groundbreaking achievement in sport, these athletes prove what’s possible when you embrace your full power.