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29 July 2019

Mission Possible

by Syd Briscoe

Old Spice: “New Dad” - 30s

Old Spice continue their campaign to pep up lacklustre blokes in another entertaining outing. This time it's a new dad in the firing line, swagger all but totally sapped by the demands of his freshly-baked offspring as he lies near-comatose at 8pm on a Saturday. Luckily, there's a wingman waiting in the, er, wings.

The pair's Mission Impossible-style extraction is nicely played, as they ascend stone-faced into the ceiling upon liberal application of the advertised body spray. The weary wife's request is also well done - subverting the 'sneaking out from the nagging spouse' trope nicely. This is an impressively modern execution of what could have felt like a very old fashioned campaign.

Film Production: Biscuit Filmworks Ⓟ Ⓦ
Director: Steve Rogers Ⓟ Ⓦ (Somesuch Ⓟ Ⓦ)
Producer: Mala Vasan
Executive Producer: Holly Vega
Cinematographer: Tom Townend
Production Designer: Drogo Michie Ⓦ (Lux Artists Ⓟ Ⓦ)

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