Recreate the ‘Smell like a man, man’ TV ad

with Creators and British references

for the evolving modern-day man.

We've created a TikTok Re-Make of the original Old Spice ad featuring "the man your man could smell like" reimagined for TikTok generation and featuring TikTok creators using TikTok transitions to tell the same story with the modern man twist. Done in time for their 10 year ad-iversary.

Modern masculinity on TikTok is more about embracing every type of man - not just the super hunk. We incorporated modern references from the London Underground to mask wearing to show relevance, leaning into our comedy Creators as popular entertainers on the platform.

To bring this idea to life, we’ve reimagined the original Old Spice ad based on the individual personality of TikTok Creators we'd chosen to work with. Playing with the idea of Old Spice man as an overachiever who can make anything happen and weaving in some TikTok transitions to give it a fresh and updated twist. 15th-18th May 2021 - on the TikTok platform

36.9% uplift in ad recall (vs 4% CPG benchmark)

2.5m views

162k visits to the Old Spice profile