Old Spice returns with 'Believe In Your Smellf' YouTube ads

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Old Spice has become a byword for successful viral marketing since its 2010 YouTube campaign racked up over 40 million views and a 107% sales uplift for the deodorant brand. This follow up introduces Champion, the brand's newest addition to its product range. Procter and Gamble worked with agency Wieden & Kennedy Portland, the team behind the 2010 ads to produce the three YouTube virals, entitled ‘I Can Do Anything’, ‘Never Again’ and ‘Sand Car’.

More on this Case Study:
Old Spice | Country: US | Sector: FMCG | Objective: Brand repositioning | Format: Video Viral, Social Media | Agency: Wieden & Kennedy Portland »

Old Spice Champion is being marketed to men who understand that smelling great is an important tool for achieving personal success, "like having big muscles and cool hair".

The ad portrays a weedy man who uses Old Spice self-help tapes to transform into a champion, with big muscles, cool hair and the actress Heather Graham as his girlfriend through believing in his "smellf". The campaign is running across TV, digital, press and outdoor.

The ad went live at the end of April, and has already racked up 2 million views in less than three weeks.

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