The sense of smell can be powerful, underscored in this Old Spice spot titled “Winner,” part of the “Smell Ready for Anything” campaign from Wieden+Kennedy, Portland, Ore.
In “Winner,” actor Keiynan Lonsdale (Love, Simon, The Flash, The Divergent Series) slumps in a recliner lacking all sense of greatness when the irresistible urge to smell Old Spice’s all-new Dynasty deodorant strikes him. After a swift sniff, Keiynan immediately transforms into the race car driver of his dreams as he speeds out of the room on his path to greatness.
Steve Rogers of Biscuit Filmworks directed “Winner,” with KEVIN serving as VFX house.
Credits
Client Old Spice Agency Wieden+Kennedy, Portland, Ore. Eric Baldwin, executive creative director; Erik Fahrenkopf, Sara Phillips, creative directors; Ted Malenfant, copywriter; Jahmal Landers, art director; Matt Hunnicutt, head of production; Heather Hanrahan, executive producer; Antonio Burnett, sr. producer; Samson Selam, associate producer; Katie Dyer, brand strategist; Henry Lambert, group brand strategist; Kaley Kahanu, design producer; Curtis Pachunka, design director. Production Biscuit Filmworks Steve Rogers, director; Simon Duggan, DP; Shawn Lacy, managing director, partner; Andrew Travelstead, Michael Ritchie, exec producers; Pip Smart, line producer. Editorial Exile Kirk Baxter, editor; Mitch Goldberg, Charlotte Ercoli, assistant editors; CL Kumpata, post exec producer; Michael Miller, Adam Parker, post producers. VFX KEVIN Tim Davies, executive creative director/partner; Steve Gibbons, VFX supervisor/Flame lead; Sue Troyan, sr. exec producer/partner; Jami Schakel, Andrew Cowderoy, VFX producers. Rob Winfield, Susanne Scharping, Steve Cokonis, 2D team. Color Company 3 Sofie Borup, colorist; Alexandra Lubrano, color producer. Sound Design Trinitite Inc. Brian Emrich, sound designer/audio mix Audio Joint Noah Woodburn, audio mix/sound design; Natalie Huizenga, audio mix assistant/sound design/ Leslie Carthy, Amanda Ornelas, audio exec producer. Music Walker
Peter Thwaites of The Corner Shop directed this film for healthcare company Abbott that shows what it’s really like to live with diabetes--including the constant judgment, shame and guilt.
The film is the cornerstone of Abbott’s new global initiative called “Above The Bias” out of agency VML Chicago, which is driving awareness about the health impact common misconceptions and bias about diabetes can have on people living with the condition.
Thwaites said, “What initially drew me to this project was the chance to create a visual metaphor for the weight of other people’s opinions--something we all carry, whether we realize it or not. The suit we built to physically weigh down our actor became more than just a prop; it shaped his performance, making the emotional burden feel tangible. Tonally, I wanted to ensure the message felt earned without becoming overly sentimental, allowing the actor to start from a grounded place and gradually reveal the impact of that weight.”
Healthcare company Abbott--known for its medical technology, nutritional products and pharmaceuticals--surveyed more than 2,600 people living with diabetes across eight countries, including the U.S., to help inform the campaign and bring to life the realities of living with the condition. Research found that nearly 70% believe there is stigma associated with their condition; almost 25% have avoided sharing their diagnosis with family or friends out of embarrassment or concern; and 40% have skipped or missed a doctor’s appointment due to shame or stigma.