If
you watch TV you have probably seen an Old Spice ad before. As per the
usual, Old Spice has obliterated the advertising world with their new campaign,
"Answer the Smell of the Wild." Wieden+Kennedy has changed the
game with this campaign, launching two new scents from Old Spice, Wolfthorn and
Hawkridge. With a new commercial for each scent Old Spice uses the primal
instinct lying deep within mankind to make us buy their scents, ensuring that
we won't in-stink. Terrible jokes aside this campaign has a rapidly
rising new star. Of course I'm talking about Mr. Wolfdog, their new Executive
Director of marketing. In reality Mr. Wolfdog is a wolf sitting in an office
chair cloaked in a puppet suit. There is also a "translator,"
around his neck in order to communicate with humans. Mr. Wolfdog claims
to be a master of marketing and I couldn't agree more. He is featured on
twitter, @Mr_WolfDog, has his own Tumblr, and has a debut album entitled,
"Night Business.” When the recipe calls for One part Jackie Moon, one part
Don Draper, and one part wild animal, it combines for a perfect spokes-wolf.
Moreover, Mr. Wolfdog is used to emphasize the truly animalistic qualities of
these new scents. Cleverly using business antics to portray comedy
and antiperspirants, Mr. WolfDog is here to stay. With the 18-35 market
square between its sights Old Spice lands another classic campaign. Not
to mention that the overall campaign strategy was executed and tied together
flawlessly. Lastly, this campaign uses the messaging with brutal
simplicity while wrapping the ads in a hilarious scenario.
TUMBLR: http://www.mrwolfdog.com/
Twitter: @Mr_WolfDog
Wolfthorn: http://www.youtube.com/watch?v=PUusEBRHgfo
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