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ANDY Awards

Creative Award
New York, United States
Old Spice - "Make A Smellmitment" by ANDY Awards 2016

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TitleMake A Smellmitment
Agency
Campaign Make A Smellmitment
Advertiser Procter & Gamble
Brand Old Spice
PostedApril 2016
Business Sector Others
Media Type Others
Length
AI Description The ad for Old Spice's 'Make A Smellmitment' features a shirtless man transitioning between various humorous and surreal scenarios. It opens in a bathroom setting where he addresses both women and men about the benefits of using Old Spice Timber. The narrative quickly shifts outdoors to a nature setting, where the man is on a canoe with an oversized paddle. The scenes become increasingly absurd, with the man appearing in a jewelry store and then hefting an axe as he stands on a volcano. There's an unexpected explosive transformation revealing a more muscular man bearing Bear Gloves, turning the ad increasingly dynamic and energetic. A sequence with a multicolored motorcycle ride along with animated explosions adds to the ad's surreal atmosphere. Ultimately, two men conclude the ad by exchanging Old Spice products, underscoring the tagline, 'Make A Smellmitment,' with an emphasis on humor and boldness.
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Head of Production
Production Company AFS
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Editing Company Joint
VFX Company Joint
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Copywriter