Outdated Spice's traditional adverts are getting a TikTok restart
TikTok Creative Lab partnered with UK social media stars like Munya Chawawa and Niall Gray to bring The Man Your Man Could Smell Like a Makeover into shape for 2021
@ Munyachawawa
Meet the new man your husband might smell like #OldSpiceCaptain #TikTokReMake @oldspiceuk AD
♬ Original sound – Munya Chawawa
It's been a decade since Old Spice and Wieden + Kennedy caught people's attention with The Man Your Man Could Smell Like – aka one of the most talked about ads of all time.
Featuring the iconic "Man Your Husband Might Smell Like," played by model / actor Isaiah Mustafa, the campaign won no fewer than 37 Cannes Lions Awards for Creativity and cemented Old Spice's place in popular culture.
With the latest version of the campaign, the brand is shifting its focus from TV to TikTok with a series of cleverly crafted videos developed in collaboration with the social media platform's in-house creative team, Creative Lab.
@ niall.gray
Meet the new man your husband might smell like #OldSpiceCaptain #TikTokReMake @oldspiceuk #ad
♬ Original sound – Niall Gray
Iconic TikTok developers, including CR favorite Munya Chawawa and Capital FM's Niall Gray, have been hired to bring a unique twist to the Old Spice ethos for a UK audience.
Creatively incorporating local references, culture and a distinctly British sense of humor, the videos bring the Old Spice brand up to date for the social media generation.
Read our interview with TikTok Creative Lab Europe here