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Old Spice is pulling back the curtain on its new Smelf-Confidence campaign with new musical-inspired ad spots and the first-ever Old Spice mascot who is making his debut this week at Super Bowl festivities.

The campaign highlights that Old Spice gives guys confidence under the spotlight with freshness all day, swagger all night.

The two musical-inspired ad spots, Soliloquy and Tango ( airing in spring), tell the story of how Old Spice Swagger’s 24/7 long-lasting freshness, with daily use, helps guys overcome challenges while effortlessly avoiding the pitfalls of BO. Created by Wieden + Kennedy Portland, Soliloquy will begin airing on national television along with YouTube, Vevo, TikTok, and Reddit. The second spot, Tango, will premiere later this spring.

Old Spice – Soliloquy

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Making his debut as a backup dancer in the new commercials, Old Spice is also introducing for the first time-ever the freshest, campaign-inspired mascot, Swaggy Spice. Mascots have to do it all, dance, dunk and make us laugh, all while under the spotlight of thousands of fans. However, what people don’t realise is mascots can sweat up to 10 pounds per game, making them the stinkiest thing in the stadium. 

What better way to pressure test Old Spice Swagger’s 24/7 long-lasting freshness than in one of the sweatiest conditions, a mascot costume in Phoenix? Decked out in stylish accessories, Swaggy Spice will deliver the same odour/sweat protection to the masses at one of the most stressful, high-intensity events of the year, the Super Bowl.

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