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.
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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.
This trailer is for the new documentary short Is Mum OK, which shines a light on the hidden realities faced by young carers in the U.K.
In the U.K., a carer is generally anyone who looks after a family member, partner, or friend who needs help due to illness, frailty, disability, mental health issues, or an addiction. Crucially, this refers to carers who provide this support for free.
The short follows a group of young carers in Waltham Forest, East London, who are given access to much-needed respite through a dedicated local initiative, Young Carers Club, a fortnightly respite evening where they can socialize, eat and spend time with others who understand their experiences.
It explores both the beauty and the burden of caring from a young age, while highlighting the need for greater recognition and support for young carers across the U.K.
Commissioned by Guardian Documentaries and produced by Uncommon Creative Studio, Is Mum OK was released during Carers Week 2026 (June 8-14)--with this year’s week themed around building carer-friendly communities
The film will also be screened to members of Parliament, urging them to bring young carers’ rights to the top of the social care agenda
Is Mum OK was directed by Rosie Morris, who had firsthand experience of being a carer for her mother.
There are estimated to be at least one million young carers in the U.K., many of whom remain unidentified and unsupported.
Director Morris said, “This story is deeply personal to me, rooted in my own experience of caring for a loved one. Caring for my mother three years ago was one of the hardest and most meaningful experiences I have ever had. My difficulty in transitioning out of being a carer and... Read More
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