Old Spice is introducing a new lineup of bar soaps this month, available in the brand’s popular scents Fiji, Pure Sport, and Swagger. For the launch, two TV ads have been developed by Wieden+Kennedy that parody the jingle soap commercials of the 1980s, with a third debuting this summer.
The ads ‘Shower’ and ‘Watermelon’ demonstrate how guys can wash their body the manly way with scented bar soap and feature funny, informative jingles. One shows a man cutting open a basketball to reveal a watermelon and then reaching inside to pull out a bar of soap. The other shows a doctor showered by water wherever he goes, including when he’s out at dinner and performing surgery. Joe Arcuri, vice president of North America Beauty Care at Procter & Gamble, said:
With new Old Spice bar soap, we wanted to show the more than 40 percent of guys who are bar soap loyalists that we have their backs when it comes to manly scented shower equipment. We know many guys are living with an unspoken shame – that they simply use whatever bar soap is already in the shower based on what the woman in their life purchased and is often using. I guess we’re also in the business of helping guys reclaim their territory in the shower.
You can check out the campaign’s two TV ads below: