The Old Spice Guy is back: P&G introduces a son to target younger shoppers

By Sarah Parsons | Published: 27-Jan-2020

Ten years after Isaiah Mustafa first starred in the viral advert, the male grooming brand hopes to expand its appeal

Ten years after consumers were first introduced to the Old Spice Guy, P&G has brought back the character and unveiled a new member of the brand family tree.

The original tongue-in-cheek Old Spice Guy campaign, featured actor Isaiah Mustafa on a horse speaking to female viewers telling them that ‘anything is possible if your man smells like Old Spice, and not a lady’.

A viral hit, the 2010 ad earned 105 million online views and an Emmy Award, and helped to rebrand Old Spice’s outdated image.

The new ‘Smell Like Your Own Man, Man’ campaign promotes the new Ultra Smooth range, and stars Mustafa and his TV son Keith Powers.

Developed by Wieden + Kennedy – which also created Old Spice’s 2019’s Durascent campaign – it sees Powers attempt to escape the shadow of his famous dad.

The Old Spice Guy is back: P&G introduces a son to target younger shoppers

According to P&G, Powers’ laidback character represents consumers that prefer subtle scented high-performing products.

“When it comes to grooming, we know that Old Spice users today are looking for their own signature scents and products and have differing tastes and needs,” said Matt Krehbiel, Old Spice Associate Brand Director at P&G.

“The return of Isaiah Mustafa along with his new ‘low key’ TV son Keith Powers shows that Old Spice continues to evolve and offer our best-performing anti-perspirant/deodorants and body washes in a variety of scent profiles and benefit offerings for today’s differing preferences.”

The two 30 second ads will be used across digital, social and television. Mustafa is also said to be planning a surprise appearance during the Super Bowl broadcast on 2 February.

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