A decade after he became an advertising icon, towel-clad Old Spice Guy Isaiah Mustafa reprises his role for a new campaign — and this time, he has a son.
Old Spice gets back on the horse to mark the 10 year anniversary of its viral “Smell Like a Man, Man” campaign. The new campaign has the Old Spice Guy as an attention-seeking dad who often interrupts his son, played by actor Keith Powers, with his dramatic punchlines about men’s grooming products in out-of-this-world backdrops. The new ads serve to introduce Keith as the face of the brand’s new Old Spice Ultra Smooth lineup, offering subtle scents for low key guys.
“The return of Isaiah Mustafa along with his new ‘low key’ TV son Keith Powers shows that Old Spice continues to evolve and offer our best-performing antiperspirant/deodorants and body washes in a variety of scent profiles and benefit offerings for today’s differing preferences,” said Matt Krehbiel, Old Spice Associate Brand Director at Procter & Gamble.
The original iconic spot, featuring a shirtless, towel-wrapped Isaiah, is often recognized as the first branded viral ad sensation, having racked up more than 105 million online views to date. It even received an Emmy Award in 2010 and helped Old Spice’s transformation to become what it is today — the number-one selling antiperspirant and deodorant brand for guys in the United States.
For this reboot, the Procter & Gamble-owned brand teamed up with Wieden & Kennedy Portland. In 2010, the Old Spice campaign with Isaiah was a massive hit. The initial advertisement encouraged the female audience to buy the product for their partners, which resulted in a surge in sales for the brand. The aim here is to represent the brand as suitable for men of all ages, with the commercial catering to both the Gen Z son and ‘Boomer’ dad.
Check out the latest Old Spice Guy spots below.