For all its horse-riding and power moves, the thing about Old Spice is it’s about showering and cleanliness. You know who showers a lot? Professional athletes. All those games, practices, media events, model dating… it’s a sweaty business. So it should come as no surprise that the brand has taken a shine to tapping ball-playing super humans to promote its macho-smelling soap products.
What started in 2008 with a fake athlete, soon morphed into efforts with real athletes like now-retired NFL star Ray Lewis, then extended into Major League Baseball with a Head & Shoulders collabo starring Anaheim Angels’ C.J. Wilson and Josh Hamilton, and now brings us to current NFL stars Wes Welker of the Denver Broncos and New England Patriots’ Jerod Mayo.
The “Unnecessary Freshness” campaign hits all the right notes of silly and ridiculous that Old Spice is now known for, while adding a dash of ’80s TV cheese and a dollop of welcome relief from the world of Pro Athletes Who Take Themselves Too Seriously. Game on.