"Smell Like It Went In! | Smell Like You Found The Right Tent!"

6 July 2026

39s

The Sweet Smell of Success

Old Spice's latest commercials make big promises - but not the kind we're typically used to.

The first, and stronger, of the two 20-second spots is set on a football pitch, where a player’s penalty kick spectacularly misses the goal. Old Spice Antiperspirant won’t help the ball go in… but it will make you smell like it did. The over-the-top celebrations that follow - including a baby shouting, “Ave it!” are gloriously ridiculous.

The second spot follows the same formula. This time, the Old Spice protagonist wanders into a questionable-looking festival tent. Old Spice Rockstar Deodorant Stick won’t help you find the right tent… but it will make you smell like you did! In the background, a horse having its tail braided is another absurd detail that rewards repeat viewing.

Creatively, it’s a fresh and funny approach that leans into the brand’s trademark irreverence. Beneath the silliness, though, the truth is that smell does go a long way… the only question is, how far?

UK

After Shave