Old Spice has released a series of new commercials, with the tagline “Don’t Smell Yourself Short”, promoting some of its products, such as the Odor Blocker and Sweat Defense antiperspirants, the Steel Courage shampoo and Hydro Wash body wash.
The 15-second spot titled “Gorilla” features Axel in the jungle, from his chest up, smelling Old Spice Steel Courage.
In the background, viewers can hear his voice, as he writes down two things. “Dear Journal, today, I learned many great things. One: Old Spice Sweat Defense gives me 48-hour sweat protection. Two: gorillas have strong muscles and do not speak English”.
As the spot comes to its end, viewers get to see that Axel is carried by a gorilla in one hand. The spot, released with the hashtag #smellegendary, ends with the tagline “Don’t Smell Yourself Short” and “Legendary Freshness from Start to Finish”.