Film
FMCG
2010
The Man Your Man Could Smell Like
Directed by Tom Kuntz
Insight
We don't recognise deoderant as a fashion choice, but confidence is the best thing you can wear.
Idea
Show that by smelling good with Old Spice, you'll have so much confidence that you'll be able to change the world around you.
Execution
Show the confidence of a man who uses Old Spice by showing him change the world around while talking directly to the consumer about how great Old Spice is.
Notes
This is the moment in time when the weirdness of the internet went mainstream. One of the greatest ads ever and part of the reason I'm in advertising.