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Old Spice ventures between gaming worlds
This playful campaign sees a popular brand playing in a space in which it knows its consumers are, offering them a visual and message that they’re already both familiar and comfortable with.
Izzy Ashton
Deputy Editor, BITE CreativebriefOld Spice
What does the most fabulous gaming asset in the world look like? Come with me, I’ll show you… Surprise! You’re in a video game with the man your man could smell like.
- Agency:
- isobel Advertising, London
Disciplines
Advertising/CreativeSector
FMCG
Bite Insight
The COVID-19 pandemic has changed many aspects of human behaviour, but perhaps nowhere has this more greatly been felt than within the gaming world. Confined to their homes, the suddenly sociable world of online gaming provided both children and adults with moments of connection and, crucially, space to play.
Tapping into that trend, Old Spice’s latest campaign from Isobel sees the brand’s spokesman Isiah entering various gaming worlds. The spot, which was created during lockdown, is designed to target the UK gamer scene by being promoted through mobile gaming as well as YouTube.
The campaign promotes Old Spice’s latest scent, Captain and stars Isiah demonstrating how a man should behave. We see him recreating the popular dance move flossing alongside smiling sea creatures while reminding viewers that a real man never smashes the controller, even when he loses.
This playful campaign sees a popular brand playing in a space in which it knows its consumers are, offering them a visual and message that they’re already both familiar and comfortable with.
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