Cannes Lions

Ode to Smell

MJZ, Los Angeles / OLD SPICE / 2022

Film
1 of 0 items

Overview

Entries

Credits

OVERVIEW

Execution

The casting of David Broughton Davies from the original series was central to the concept. His seriousness and intense delivery gave us a great way to set up the joke for the rest of the film. He is a pure storyteller, which we used to tell the story of everybody in this world smelling awful.

As for the rest: expressive and memorable faces. Credible within their roles.

In these putrid pre-Old Spice medieval times, everyone is afflicted by body odor issues, from the top of society to the bottom, so we wanted to see a diverse range of gender, ages and backgrounds to represent this.

It’s also a somewhat rhythmic piece, no one is dancing, but they have to be able to move side to side to the rhythm. It has to look a bit majestic. We wanted people to have a sense of rhythm as they stomped and clapped.

Similar Campaigns

12 items

Shortlisted Cannes Lions
The year of the armpit

LEO BURNETT, Madrid

The year of the armpit

2023, OLD SPICE

(opens in a new tab)