Cannes Lions
MJZ, Los Angeles / OLD SPICE / 2022
Overview
Entries
Credits
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.