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ANDY Awards

Creative Award
New York, United States
Old Spice - "Boat" by ANDY Awards 2010

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TitleBoat
Agency
Campaign Smell Like A Man
Advertiser Procter & Gamble
Brand Old Spice
PostedJuly 2010
Business Sector Bath, Shower Gels
Tagline Smell Like A Man, Man.
Story Anything is possible when you smell like an Old Spice man and our hero, Isaiah Mustafa, is back to illustrate just a few of the amazing things that an Old Spice man can do. The latest effort is a fully integrated campaign with TV, print and digital executions, targeted at both men and women, once again touting the manly scents of Old Spice body wash.
Media Type Television
Market United States
AI Description The Old Spice ad features a charismatic man, Isaiah Mustafa, sitting in a small boat on a serene lake. Sporting a towel over his shoulder, he confidently promotes Old Spice body wash, humorously implying that using it can make anyone as appealing as he appears. The picturesque outdoor setting, with the glittering water and vibrant greenery, complements the light-hearted and comedic tone of the ad. Mustafa's playful interactions, like a knowing gesture with his towel while presenting the product, are paired with suggestive tones in the narration. It emphasizes the adventure and confidence one gains by using Old Spice. The ad concludes with Mustafa giving a thumbs up and the tagline “Smell Like A Man, Man,” solidifying its message of masculine allure.
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