Old Spice launches down under, Isaiah Mustafa channels Kiwi masculinity—UPDATED

Old Spice has undergone a major resurgence in recent years, becoming the no.1-selling antiperspirant and deodorant and body wash brand in North America, and it all kicked off with American actor and former NFL player Isaiah Mustafa on a white horse. That ad by Wieden + Kennedy was one of the most-talked about commercials of all time and won a Cannes Lions Film Grand Prix. And now, with Old Spice launching a range of products in New Zealand, he’s reprised his role for an online video in which he aims to “define what it means to be a New Zealand male”. 

​​Full credits weren’t available but the campaign is being run by P&G in Australia (update: Campaign Brief says it was made by Hausmann Communications and Jungleboys directing duo The Van Vuuren Bros). Fleur Revell from Impact PR wrote much of script for the New Zealand video and there is also TVC campaign running in New Zealand featuring the original ad, as well as an extensive PR campaign. Australia also gets its own special clip. 

“Old Spice is for men who want to smell great without trying too hard,” says Old Spice spokesperson Lisa Cunningham in a release. “We are thrilled to launch to New Zealand’s dynamic manly men. Our aim is to connect the many distinctive scents of Old Spice with the hearts, minds and noses of New Zealand men.”

The Old Spice male grooming portfolio will feature six products, including body sprays, body washes, deodorant sticks and aftershave. 

Old Spice facts:

  • Old Spice is the #1 Most Viewed Sponsored YouTube Channel
  • The commercials have earned nearly 105 million YouTube views
  • When consumers were asked to submit questions via Twitter and Facebook to be answered personally by the ‘Old Spice Guy,’ “response” videos were viewed more than 46 million times. In the first 24 hours, they were viewed more times on YouTube than President Obama’s 2008 election-night acceptance speech
  • The commercials have gleaned 1.2 billion earned media impressions, including features on national broadcast networks and international media outlets
  • Old Spice has seen a 2,700% increase in Twitter followers, 800% increase in Facebook fan interaction and a 300% increase in traffic to its website since the campaign
  • The Old Spice ‘Smell like a man, man’ campaign launched just prior to the 2010 Superbowl before becoming a huge viral video sensation

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