Old Spice highlights Red Zone collection with new 'Smell Better Than Yourself' campaign

CINCINNATI — Procter & Gamble’s Old Spice brand has announced the launch of its new "Smell Better Than Yourself" advertising campaign, which is centered around the Old Spice Red Zone collection of deodorant, body spray and body wash.

The campaign takes a humorous look at how the scents of Old Spice can turn average guys into the manliest of men. The ads premiered on the brand's social media channels on Facebook and YouTube, giving Old Spice's fan base a sneak preview of the first of two new television spots. The first commercial, entitled "Sea Captain," will air during the NFL season opening game on Sept. 8. The second spot, titled "Jet," will air beginning Sept. 17.

"Scent plays a significant role in how guys view themselves and also how others perceive them, and the new 'Smell Better Than Yourself' campaign brings this reality to life in an entertaining way," stated Allison Bolyard, Old Spice brand manager. "Old Spice has a variety of different scents that allow a guy to choose the scent that is right for him."

Developed in conjunction with Portland-based advertising agency Wieden+Kennedy, the "Smell Better Than Yourself" campaign features two 30-second and two 15-second television commercials, along with a print campaign that humorously illustrate the dramatic “transformational” powers of Old Spice's versatile Red Zone scent lineup. The campaign also features two new Old Spice personas, adding to the brand's cast of characters who have appeared in Old Spice's advertising throughout the years.