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 60-second spot titled “Jungle Hero” spot features Axel, a young man who gives a speech in front of a wide audience, in which he recollects his journey throughout the jungle, when he met the gorilla Chuck. “Sometimes the search for answers takes us on a journey. Sometimes those journeys never end. With Odor Blocker, Old Spice’s most powerful antiperspirant, I escaped sweat’s curfew on my body and I was free to break down barriers between man and beast”, says Axel, while on the screen viewers get to see him bare chested in the wilderness, encountering Chuck and his fellows, and communicating with him using the sign language. “But how do you measure success if you’re doing something that’s never been done? And how do you respond to a question that’s never been questioned? Good question. When you’ve pushed the limits of success further than they’ve ever been, sometimes it smacks you in the face. But I’d rather be smacked in the face by success than tickled weirdly by failure”, adds Axel, now shown on the scene, wearing a suit, and holding an Old Spice Odor Blocker in his right hand. When he looks at the audience, he sees Chuck standing and applauding, and says hello, calling him “old friend”.
The spot, released with the hashtag #smellegendary, ends with the tagline “Don’t Smell Yourself Short” and “Legendary Freshness from Start to Finish”.