The Man Your Man Could Smell Like

Friday, 2 July 2010

This advert for Old Spice, entitled The Man Your Man Could Smell Like, won the Grand Prix for film at Cannes Lions International Advertising Festival last month.

Wieden+Kennedy, an advertising consultancy from Portland in the USA, created the commercial. It features a topless man extolling the virtues of Old Spice bodywash from various locations, and we think it’s very funny.

Rachel Arthur of WGSN said of the ad: "The Man Your Man Could Smell Like is a classic television spot for the P&G-owned brand, chosen for its humorous appeal to both men and women. In it, a good-looking man tells women how their lives could be better if their own man was to use the Old Spice bodywash.”

Mark Tutssel, jury president and global chief creative officer of Leo Burnett Worldwide, summed up the reason for its victory as this: "It took an old, sleepy brand and woke it up, and overnight wove its way into popular culture."

Cannes Lions was set up in 1954 to celebrate the best work by the communications industry. It runs annually and the Grands Prix are the most prestigious prizes across each category.

Sarah Housley