An oral document of the Previous Spice ads
“Look at your husband. Now back to me. Now back to your husband. Now back to me. "
In February 2010, Old Spice introduced the world to the man your husband might smell like. The formula for the ad – a fun monologue delivered right over the lens by shirtless Isaiah Mustafa on why the man in your life could be bettered if you buy him Old Spice Body Wash – was a knockout.
It was the idea of the Wieden + Kennedy creative team Craig Allen (now co-founder of the W + K supported agency Callen) and Eric Kallman under the creative directors Eric Baldwin (now W + K ECD) and Jason Bagley. The first ads were staged by Tom Kuntz, who increased the stakes by filming in a single shot.
The unexpected script, direct tone, handy tricks that require minimal CGI, and of course Mustafa's play, were an instant hit that resonated in Cannes and beyond, doubling Old Spice's sales in a matter of months and keeping the brand in the Solidified pop culture. It laid the groundwork for follow-up spots and online stunts, including live videos responding to Twitter posts, prank websites that despise questionable consumer behavior, and the later introduction of the character of Terry Crews.
We caught up with Allen, Baldwin, and Mustafa to learn about the process behind the ads, which was nothing short of a surreal experience.