In this campaign, each Old Spice Man is presenting his own unique, manly worldview and lifestyle in the hopes that you will commit to joining his smell squad. For the most part, our Old Spice heroes act civil toward each other as they try to tempt you to their side by displaying their incredible attributes. But make no mistake, they want you on their team more than anything, and they’ll do almost anything to get you to commit to the one and only true Old Spice scent: theirs.

In an attempt to persuade sports fans to choose their scent over the other muscleman’s scent, the two spokesmen took shots at each other all over the SportsCenter set by dressing as sports anchors, imitating athletes, exploding out of the set, and even hiring their own VO actor to interrupt the famous voice of ESPN. This strange yet beautiful media partnership was a perfect blend of branded entertainment and powerful smell celebrities.

While it was successful overall, the ESPN added-value takeover was viewed with mixed results online. Old Spice entered uncharted waters for any advertiser, and with groundbreaking work, there are lovers and haters.

However, the takeover accomplished exactly what we wanted it to and successfully launched the final spot in our Make a Smellmitment campaign, “Truce.” The spot concluded the seven-spot series, and our fans loved the full story. With the ESPN takeover push, the spot reached around 4 million views in less than one week!