“Likkle man ting, What they wear I don’t put on man’s skin, What’s that whiff? smelt you approaching. Turn over there big man ting…”

Poking fun at men that smell the same as everyone else, Old Spice has dropped a brand new diss track starring artist, Chip. The upbeat campaign is designed to encourage men to find their own scent.

The track titled ‘Big Man Ting’ is an ode to young men, growing up and looking for their own scent. The track aims to position Old Spice as the scent of independence and reach younger audiences looking to stand out from the crowd.

Connecting with young men through grime culture, the campaign is rooted in music that shapes popular culture. Chip brings to life the track with authenticity and humour,  delivering a message to boys who still smell like they’re stuck in school: ‘It’s time to level up and step out.’ The music video is complete with Chip riding on a big red boat through London.

Old Spice is renowned for its humorous tone of voice, by collaborating with Chip the brand is able to reach its target audience through authenticity, embracing the music, style and energy to create a track that is true to the grime genre without taking itself too seriously.

The campaign, created with the help of Recipe, aims to speak to young men. In a world where everyone sells the same, Old Spice aims to cut through the sea of sameness with its diss track to the generic.

“I remember when I was a stinky boy, covered in sweet-smelling deodorant. We all wore the same thing and we wore a whole lot of it. I wish somebody would’ve given me a good talking to, so that’s what we set out to do. But, the stereotypical manly tropes weren't gonna cut it with today’s young men, we needed to deliver a firm wakeup call in a way they’d understand - a diss track.” says Mike Plumridge, Creative Director at Recipe.

While the campaign sees Old Spice enter into a new area of culture with a new brand ambassador, the signature sea of red and absurdist brand tone of voice shine through.Pulling on the ‘sea of red’ theme with the large red boast, ‘Big Man Ting’ help men navigate the seas of manhood with perfume-quality scents that give them the confidence to be themselves.

“From entering into the grime scene and partnering with Chip, to finding a big red boat in the capital – every part of this campaign has marked something new and exciting for the brand; all executed with Old Spice’s smart ridiculousness (and sea of red),” added Ella Salkeld, Personal Care Brand Director at Procter & Gamble.

The campaign includes a two-minute song with music video, 20 and 6-second cut-downs for TikTok and YouTube, as well as OOH across major UK cities.

The coming-of-age campaign speaks to young men through music allowing Old Spice to connect with a new generation of deodorant wearers by encouraging them to be themselves.