Old Spice Freshens Up with Don’t Smell Yourself Short

The new campaign by Old Spice starring Axel Kiener and Von Miller spotlights the brand’s Hydro Body Wash and Steel Courage offerings.

Old Spice has expanded its Hardest Working Collection with two new additions. The first is the Hydro Body Wash, which offers a richer lather and more than 20 percent hydro-moisturising complex. The second is a scent for men dubbed Steel Courage. The brand has also brought back Axel Kiener.

He is set to star in an integrated campaign titled Don’t Smell Yourself Short, and designed to offer men everywhere encouragement. The push made its television debut during the Super Bowl’s pre-game programming. The full creative effort will begin airing across the United States on 13 February.

Developed by Wieden+ Kennedy, the ad series depicts a global renaissance man who has more than his fair share of good looks and amazing stories of personal adventure. The main five spots include Endless Quest, Jungle Hero, Answers, Gorilla, and Middle Name, alongside the Hydro Wash Infomercial.

In addition, Old Spice has unveiled the next chapter of The Greatest Smell in the NFL which feature a string of product infomercials starring Super Bowl 50 MVP, Von Miller. He joins TV pitchman, Bob Giovanni, to promote the super-charged hydration and lasting scent qualities of said body wash variant.

“We’re proud to support guys on their journey to legendary freshness with Hydro Body Wash. The shower innovation combines ultra-superior hydration with our long-lasting, masculine Old Spice scents. Guys, you’re smellcome,” said Janine Miletic, Old Spice Brand Director at Procter & Gamble.