Old Spice Newsroom

Legendary Old Spice Stars Terry Crews and Isaiah Mustafa Together at Last and Urging Guys to Make a ‘Smellmitment’ to Choose Their Favorite Old Spice Scents

  • For the first time ever, Old Spice Guys Terry Crews and Isaiah Mustafa jointly appear in the brand’s latest television spots to teach guys about “different scents for different kinds of gents.”
  • New marketing campaign asks guys to make a “Smellmitment” to three of its most popular scents: Bearglove, Swagger or Timber.
  • The first in a series of commercials featuring both stars debuts today on Old Spice’s social media channels and on TV nationwide during the Pro Football Hall of Fame Game on Sunday, Aug. 9.
Thursday, August 6, 2015 9:00 am PDT

Dateline:

CINCINNATI

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PG
"Legions of young guys are still trying to figure what kind of men they want to become and Old Spice is always right there as they navigate the seas of manhood."

CINCINNATI--(BUSINESS WIRE)--Old Spice raises the ante for ridiculousness in each iconic marketing campaign and now brings legendary Old Spice guys Terry Crews and Isaiah Mustafa together for the first time to help guys make a “Smellmitment” to choose their favorite Old Spice scent. Mustafa and Crews join in a friendly competition to plead the case for their favored scent and illustrate Old Spice’s tradition of offering different scents for different kinds of gents. The first “Smellmitment” spot to feature Crews and Mustafa together debuts online today and on television nationwide during the Pro Football Hall of Fame Game this Sunday, August 9.

Each Old Spice scent brings its own personality, making it easy for guys to find the perfect match for their own sensibility. Whether you’re the Timber guy who enjoys fresh nature scent, the confident and smooth Swagger guy, or even the Bearglove guy exuding power and commanding attention, Mustafa and Crews are here to help guys pick a scent and make a “Smellmitment.” Crews plays the role of Bearglove Man, while Mustafa does double duty with the roles of both Swagger Man and Timber Man.

In the first spot, “And So it Begins,” Mustafa’s Timber Man opens with his memorable “Hello ladies,” line, and quickly requests the attention of the men in their lives so he can share the glory of Timber’s fresh nature scent. Mid-stream, in a theme that will play throughout the series, Crews interrupts and jostles for the attention that Bearglove’s worldly confidence deserves.

“The power of scent and smelling fresh and manly helps inspire confidence, and Old Spice's versatile scent lineup – including popular scents Bearglove, Swagger and Timber – provides guys with products they can rely on to fuel this power,” said John Sebastian, Old Spice Brand Director at Procter & Gamble. “Legions of young guys are still trying to figure what kind of men they want to become and Old Spice is always right there as they navigate the seas of manhood.”

The “Smellmitment” campaign focuses on three of the most popular Old Spice scents – Timber, Swagger and Bearglove – which are available in a variety of forms like anti-per spirant/deodorant, body wash, body spray, bar soap, and 2-in-1 shampoo and conditioner.

Scent Personalities:

  • Timber Man – For the guy who is a lumberjack at heart, a Timber Man enjoys the fresh scent of nature as well as the thrill of competition.
  • Swagger Man – For the guy who is confident, a Swagger Man can act on his feet and is smooth with the ladies.
  • Bearglove Man – For the guy who commands your attention, a Bearglove Man exudes power and worldliness and speaks with authority

Developed with advertising agency Wieden+Kennedy (Portland), the first “Smellmitment” TV commercial is available to view today on Old Spice social media channels. The TV campaign includes a series of seven (7) spots pulsing out over the 2015 NFL season, starting during the Pro Football Hall of Fame Game on Sunday, August 9 and the spots will appear on numerous digital properties popular with young guys.

For more information on Old Spice scents Bearglove, Swagger and Timber, visit OldSpice.com. For more information on muscles, lasers, nachos and jet skis, visit Twitter (@OldSpice), Facebook (Facebook.com/OldSpice), YouTube (YouTube.com/OldSpice), Instagram (oldspice) and Tumblr (oldspice).

About Old Spice

Procter & Gamble’s Old Spice is the quintessential men’s grooming brand. With 75 years as an American icon, Old Spice is the authority on the male grooming experience and has leveraged this heritage to become the No. 1 selling anti-perspirant/deodorant stick and body wash brand with guys of all ages. Old Spice brings authenticity, performance and confidence to male grooming and offers a wide product portfolio for today’s man, including anti-perspirants, deodorants, bar soap, body washes, body sprays, after shaves and colognes.

About Procter & Gamble

P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit http://www.pg.com for the latest news and information about P&G and its brands.

Contact:

Procter & Gamble
Kate DiCarlo, 513-983-7166
dicarlo.km@pg.com
OR
Citizen Relations
Vanessa Barbieri, 213-996-3770
vanessa.barbieri@citizenrelations.com

Multimedia Files:

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Old Spice Guy Isaiah Mustafa Urges Guys to Make a Smellmitment to Old Spice Timber Scent. (Photo: Business Wire)
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In Old Spice's newest "Smellmitment" campaign, Terry Crews and Isaiah Mustafa come together in a friendly competition, to get guys to choose their favorite scent. (Photo: Business Wire)
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Old Spice Guy Terry Crews Urges Guys to Make a Smellmitment to Old Spice Bearglove Scent. (Photo: Business Wire)
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Legendary Old Spice guys Terry Crews and Isaiah Mustafa come together for the first time to help guys make a “Smellmitment” to choose their favorite Old Spice scent. (Photo: Business Wire)
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