Old Spice Gets Less Beefy For The Average Joe

Old Spice Gets Less Beefy For The Average Joe

Old Spice channels a less purely masculine image, but still manages to send a funny yet convincing message to male consumers.

Anna Brillon
  • 13 september 2011

The masculine brand Old Spice is often associated with bulky, beefy, and hunky men, like model Fabio and Isaiah Mustafa, also known as the Old Spice Guy. Now, thanks to a new campaign led by Wieden + Kennedy, Old Spice models are now a little closer to home – or at least the not-so-beefy Average Joe.

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