EXCLUSIVE: The man on the horse put your grandfather’s aftershave, Old Spice, back on the almost-sexy list. Australia is now playing a central role in the sequel to the 2010 blockbuster which has hit some 90 million views on YouTube as of today.
The launch date for the new Old Spice campaign is unknown but the local production sector has been buzzing about a recent shoot around Sydney which was said to be the latest installment from US hot shop, Wieden + Kennedy, for P&G’s Old Spice brand.
Renowned Australian TV commercial director Steve Rogers, from Revolver, was said to be the director for W+K’s new campaign and has been shooting in Sydney in recent weeks.
Revolver’s managing director Michael Ritchie confirmed the Sydney-based production company had shot the commercial for US hot shop, Wieden + Kennedy but would not discuss details.
“It’s a great one to get but I don’t want to say anything more right now,” Ritchie told AdNews.
After Old Spice’s The Man Your Man Could Smell Like launched in February 2010, it roared into Cannes as the darling online and mainstream media campaign, taking the Grand Prix for film that year.
Shot in a single take, the ad and its offshoots became viral blockbusters. The campaign has since been credited with lifting Old Spice’s global sales by 27% in six months.
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