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Old Spice
'Farewell Teenage Me'
25 April 2024 45s
An old trick.
by Jason Stone

This is a very clever piece of misdirection. Under the guise of suggesting Old Spice is not a product for teenagers, this campaign clearly aims to appeal to that very demographic. After all, our teenage years are a time when we are desperate to be perceived as older than we are, so what better way of doing that than to use deodorants and aftershaves which are explicitly targeted at slightly older consumers?

Not that punters will spend too much time thinking about that while watching Andreas Nilsson's trademark oddness on the screen as a man in his 20s decides it's time to let go of his younger self... represented by an American Kevin the Teenager.

Music: Smell ya later Teenager

Product Category: After Shave

Territory: USA


agency
Wieden + Kennedy London
CCO: Ana Balarin / Hermeti Balarin
CD: Curro de la Villa / David Colman
Creative: Marcelo Duarte / Georgina Brisby
production
Biscuit Filmworks
Director: Andreas Nilsson
Producer: Cathy Green
EP: Rupert Reynolds-Maclean
DOP: Lasse Frank
Prod Design: David Lee
1st AD: Grant Freeman
editing
The Quarry
Editor: Ben Campbell
vfx
Selected Works
VFX Supervisor: Jonathan Westley

  Old Spice - 'Farewell Teenage Me'


Old Spice
'Farewell Teenage Me'
25 April 2024 45s

An old trick.

This is a very clever piece of misdirection. Under the guise of suggesting Old Spice is not a product for teenagers, this campaign clearly aims to appeal to that very demographic. After all, our teenage years are a time when we are desperate to be perceived as older than we are, so what better way of doing that than to use deodorants and aftershaves which are explicitly targeted at slightly older consumers?

Not that punters will spend too much time thinking about that while watching Andreas Nilsson's trademark oddness on the screen as a man in his 20s decides it's time to let go of his younger self... represented by an American Kevin the Teenager.

Music: Smell ya later Teenager

Product Category: After Shave

Territory: USA


agency
Wieden + Kennedy London
CCO: Ana Balarin / Hermeti Balarin
CD: Curro de la Villa / David Colman
Creative: Marcelo Duarte / Georgina Brisby
production
Biscuit Filmworks
Director: Andreas Nilsson
Producer: Cathy Green
EP: Rupert Reynolds-Maclean
DOP: Lasse Frank
Prod Design: David Lee
1st AD: Grant Freeman
editing
The Quarry
Editor: Ben Campbell
vfx
Selected Works
VFX Supervisor: Jonathan Westley

Old Spice 25 April 2024
'Farewell Teenage Me' 45s

An old trick.

by Jason Stone

This is a very clever piece of misdirection. Under the guise of suggesting Old Spice is not a product for teenagers, this campaign clearly aims to appeal to that very demographic. After all, our teenage years are a time when we are desperate to be perceived as older than we are, so what better way of doing that than to use deodorants and aftershaves which are explicitly targeted at slightly older consumers?

Not that punters will spend too much time thinking about that while watching Andreas Nilsson's trademark oddness on the screen as a man in his 20s decides it's time to let go of his younger self... represented by an American Kevin the Teenager.

Music: Smell ya later Teenager

Product Category: After Shave

Territory: USA


agency
Wieden + Kennedy London
CCO: Ana Balarin / Hermeti Balarin
CD: Curro de la Villa / David Colman
Creative: Marcelo Duarte / Georgina Brisby
production
Biscuit Filmworks
Director: Andreas Nilsson
Producer: Cathy Green
EP: Rupert Reynolds-Maclean
DOP: Lasse Frank
Prod Design: David Lee
1st AD: Grant Freeman
editing
The Quarry
Editor: Ben Campbell
vfx
Selected Works
VFX Supervisor: Jonathan Westley