Old Spice unveiled its new NFL marketing campaign centered around the Old Spice Champion scent lineup featuring Green Bay Packers wide receiver Greg Jennings. Jennings will appear as the brand’s newest Old Spice Guy in a series of humorous television and print ads showcasing the countless ways that Old Spice Champion and “Believing in Your Smellf” can help guys overcome adversity and win on and off the football field.
Developed with Portland-based Wieden+Kennedy, Old Spice’s “Believe in Your Smellf” NFL campaign features a total of seven TV ads – three 30-second and four 15-second spots, all communicating the benefits of Old Spice Champion. The ads will also live on Old Spice’s social media channels on Facebook and YouTube. The campaign begins with the debut of the 30-second spot “Film” during the NFL Kickoff game on NBC – Dallas Cowboys vs. New York Giants – 9/5. The subsequent spots will roll out over the course of the NFL season.
See one of the spots here:
Targeted toward guys, Old Spice’s NFL “Believe in Your Smellf” campaign will appear primarily during NFL programming on NBC, FOX, ESPN and NFL Network. In addition, digital ads will appear across a number of sports, entertainment, humor and men’s interest outlets.
