DAVID reviews

25 September 2017

Unforsweatably Funny

by Syd Briscoe

Old Spice: “Cinema” - 60s

Old Spice knock it out of the park again with another excellent US ad. Directed by Andreas Nilsson, we see US football player Von Miller hatch from an egg in a dry wasteland. He staggers towards a source of hydration - Old Spice sports body wash, naturally - and then things get really dramatic...

The sci-fi flick turns out to be an ad within an ad, as we cut to Miller showing his team the film in the locker room. The silence anticipating their reaction is perfectly drawn out, before the whole room erupts in supportive cheers for their mate's filmmaking debut.

There are some great comedy moments here, from Millers VO ('Product placement in my dream? They've gone too far...') to his triumphant mini fist-pump in the shower. This film makes the most of the self-aware humour we've come to expect from Old Spice.

Creative Agency: Wieden + Kennedy (Portland) Ⓦ
ECD: Eric Baldwin / Jason Bagley
Creative Director: Matt Sorrell / Ashley Davis-Marshall
Creative: Eric Fensler / Derrick Ho
Account Director: Thomas Harvey
Account Executive: Dave Ellerbee
Business Team: Dusty Slowik
Senior Producer: Lindsay Reed
Film Production: Biscuit Filmworks Ⓟ Ⓦ
Director: Andreas Nilsson Ⓟ Ⓦ
Producer: Topher Cochrane / Jonathan Wang
Head of Production: Mercedes Allen-Sarria / Rachel Glaub
Executive Producer: Holly Vega
VFX: The Mill (Los Angeles)
VFX Shoot S'visor: Tim Davies
Colourist: Adam Scott @ The Mill (Los Angeles)
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