Wieden+Kennedy, the agency behind the campaign, confirmed in a press release that the social media breakout campaign is returning in February, but not at the Super Bowl.[more]
From W+K’s press release:
First, he was on a horse, then he baked a cake in a kitchen he built with his own hands – and now he’s back!
Wieden+Kennedy Portland and Old Spice are excited to share that beginning in February, the Old Spice Guy as played by Isaiah Mustafa, will return to social media outlets and televisions.
Highlighting the Old Spice Fresh Collection, a line of deodorant, body spray and body wash, the new series of ads will include one 30-second and two 15-second commercials as well as print and digital executions all inspired by scents from some of the freshest places on earth like Cypress, Denali, Fiji, Matterhorn and Komodo.
In true Old Spice fashion, we will reward our fans with the campaign first. This time around, we’re actually handing the new commercial to one Super Fan several days before it premieres on national TV on February 7, letting them decide how and when the public will see the new campaign.