Old Spice celebrates 10 years since breaking the internet with its groundbreaking “Smell Like a Man, Man” campaign by bringing back the original Old Spice Guy Isaiah Mustafa and introducing young breakout star Keith Powers as his TV son in the latest campaign, “Smell Like YOUR OWN Man,” from Wieden+Kennedy, Portland, Ore.
In this spot titled “Time Out,” the Old Spice Guy embarrasses his son when he slides onto the basketball court in hockey skates. Dad interrupts his son’s game to give him a few Old Spice pointers. Over-the-top exploits by the father to assert himself as the grooming expert are to no avail. His low key son is steadfast in preferring the new Ultra Smooth product lineup before his father challenges him to a game of H-O-R-S-E to settle their differences once and for all.
Matias & Mathias directed “Time Out” (and other spots in the campaign) via Epoch Films.
Credits
Client P&G/Old Spice Agency Wieden+Kennedy, Portland, Ore. Jason Bagley, Eric Baldwin, executive creative directors; Matt Sorrell, Ashley Davis-Marshall, Erik Fahrenkopf, Mas Stinson, creative directors; Kamey Murphy, copywriter; Nicole Blauw, art director; Evelyn Loomis, sr. producer; Matt Hunnicutt, director of production; Scott Meisse, sr. design producer; Eric Reigart, studio designer. Production Epoch Matias & Mathias, direcvtor; Andreas Bjerseth, DP; Melissa Culligan, exec producer; Megan Murphree, biddin gproducer; Ritu Paramesh, line producer. Editorial Joint JB Jacobs, editor; Kris Faris, Jonathan Schell, assistant editors; Patty Brebner, managing director; Leslie Carthy, post exec producer; Casey Wheeler, post producer. VFX Kevin VFX Tim Davies, VFX supervisor/2D lead/executive creative director/partner; Sue Troyan, sr. exec producer/partner; Mike Dalzell, head of CG; Jami Schakel, VFX producer; Robert Murdock, Susanne Scharping, Tony Pettiti, Steve Gibbons, 2D team; Brian Weaver, Carl Harders, Casey Benn, Greg Mawicke, Kerry Graham, Matt Longwell, Nico Sugleris, 3D team; Casey Cagle, VFX coordinator. Color Company 3 Sean Coleman colorist; Matt Moran, sr. producer. Sound Design & Mix Joint Noah Woodburn, audio mix/sound design; Natalie Huizenga, audio mix assistant/sound design.
Tom Tagholm of Various Films directed this moving piece for the U.K.โs Department of Health and Social Care (DHSC) out of creative agency MullenLowe UK.
Focused on adult social care, the public service film delves into the world of care providers and how they connect with those they help. We feel how gratifying it is to assist people in daily tasks, the value it brings to their lives--and to the lives of those who provide this special care.
Itโs a special career for people who might not have previously considered the role. Itโs about a fulfilling job that fulfills lives. Thereโs a shared, reciprocal energy that emerges from working together in this way.
Capturing this dynamic and doing justice to this human story grew out of the creatives and filmmaker spending an extended amount of time in this world--long before any scheduled lensing. At this juncture, there were no cameras, just getting to know those involved--sharing tea and chatting, driven by a curiosity about life.
And this facilitated down the line the capturing of real human stories--trying not to get in the way of the natural rhythms of these special relationships as they unfolded. The mission was to recognize and capture all this--and in some cases uncover the significant moments and feelings inside of an apparently normal day. At the same time, the role of adult special care providers isnโt sugarcoated. There are challenges on both sides of the relationship. Yet there is a magic to the seemingly mundane, practical beats in a life--getting from point A to point B, answering emails, shopping, the daily tasks where the connection felt the most vivid and inspiring. One such task was seeing a man in a kitchen, cutting an onion for the first time, experiencing the joy of cooking.
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