The latest ad campaign from Old Spice features its two outlandish stars in the one advert for the first time. Terry Crews and Isaiah Mustafa face-off in the new 60 second ad with the pair competing against each other to advertise two different ranges of Old Spice grooming products.
The Smell-mitment ad campaign has the high-octane intensity of Crews and the suave demeanour of Mustafa coming together in the traditionally bizarre and comical manor which Old Spice adverts are renowned for. For years, Old Spice has used both men to appeal to different consumers; Mustafa represents the charming hunk working his way into ladies’ hearts while Crews’ is testosterone personified with bulging muscles and non-stop shouting.
Directed by go-to Old Spice helmer Tom Kuntz of MJZ, the ad opens with Isaiah Mustafa in a familiar setup — barechested, wrapped in a towel and standing in a bathroom. He proceeds to take the viewer on another journey of his amazingness — through the woods, into a jewelry store and rowing on a river — all while promoting Old Spice’s “Timber” scent, billed as “power for your body, soul and jet-powered chainsaw, if you happen to use one.”
But before he finishes his serenade, the loud-mouthed Terry Crews torpedoes into the water. In his volcanic, absurdist fashion, accompanied by flying chickens and various doppelgangers, he bellows “Don’t use Timber, use Bearglove!”
Even after all these years, Old Spice never fails to surprise with new heights of absurdity.
