framethrower

Study the greats · Find refs fasterFilmmakers · Animators · Advertisers

GenreDramaThrillerComedyHorrorRomanceActionCrimeSci-fiAdventureAnimation

Old Spice “Boat” 2010

Old Spice “Boat” (2010) is an Old Spice commercial directed by Tom Kuntz for Wieden+Kennedy, produced by MJZ. It won 2 awards, including One Show 2011 Bronze Pencil — Consumer Television and DGA 2010 commercials — nominee (Tom Kuntz).

A shirtless man in a rowboat on a lake, holding Old Spice body wash, suggests his scent can transport you to romantic scenarios.

Video: Old Spice on YouTube

Frames

  1. A shirtless man with a mustache sits in a rowboat on a lake, holding three Old Spice body wash bottles covered in foam, with a picnic basket beside him.© Old Spice0:01
  2. Old Spice “Boat”, shot 2© Old Spice0:02
  3. Old Spice “Boat”, shot 2© Old Spice0:04
  4. Old Spice “Boat”, shot 2© Old Spice0:06
  5. Old Spice “Boat”, shot 2© Old Spice0:08
  6. Old Spice “Boat”, shot 2© Old Spice0:10
  7. Old Spice “Boat”, shot 2© Old Spice0:12

Stills © Old Spice. Made by Wieden+Kennedy, MJZ and Tom Kuntz.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Manly scent leads to romantic adventures, humorously presented in a rowboat.

Tagline: “Smell like a man, man. Old Spice”

direct addressabsurdist humorhyperboleproduct as solutionromantic fantasy

The cut

Length
17 s
Shots
3
One take
15 s in a single shot

What creatives use Old Spice “Boat” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Old Spice “Boat”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A shirtless man with a mustache sits in a rowboat on a lake, holding three Old Spice body wash bottles covered in foam, with a picnic basket beside him.© Old SpiceOld Spice “Boat”, 0:02© Old SpiceOld Spice “Boat”, 0:04© Old SpiceOld Spice “Boat”, 0:06© Old Spice
    Frames from Old Spice “Boat”

  2. 02How a one-take commercial is built

    15 s in a single shot: you need to see how the camera and the action are staged, beat by beat.

    Open the spot and scrub the take moment by moment, with what happens in each beat.

    A shirtless man with a mustache sits in a rowboat on a lake, holding three Old Spice body wash bottles covered in foam, with a picnic basket beside him.© Old SpiceOld Spice “Boat”, 0:02© Old SpiceOld Spice “Boat”, 0:04© Old SpiceOld Spice “Boat”, 0:06© Old SpiceOld Spice “Boat”, 0:08© Old SpiceOld Spice “Boat”, 0:10© Old Spice
    Length: 17 s · Shots: 3 · One take: 15 s in a single shot

  3. 03Ad ideas: every spot built on a direct address

    Before you present an idea, you need to know who has done it, and how.

    Old Spice “Boat” is built on a direct address. Search the library by idea to see every spot that uses it.

    Fire and Emergency New Zealand “You’re Cooked”© Fire and Emergency New ZealandSkinny “Friendvertising”© SkinnyOld Spice “The Man Your Man Could Smell Like”© Old SpiceVisit Sweden “The Swedish Prescription”© Visit Sweden
    Fire and Emergency New Zealand · Skinny · Old Spice · Visit Sweden

More commercials by Tom Kuntz

More from Wieden+Kennedy

  • DoorDash "DoorDash All the Ads" (2024) commercial still© DoorDashDoorDash “DoorDash All the Ads” 2024Dir. Mike Diva · Wieden+KennedyCannes Lions Titanium 2024
  • Clash of Clans "Clash from the Past" (2023) commercial still© Clash of ClansClash of Clans “Clash from the Past” 2023Dir. Nalle Sjöblad · Wieden+KennedyClio Awards Grand Prix 2023
  • Brawl Stars (Supercell) "Starr Park" (2021) commercial still© Brawl Stars (Supercell)Brawl Stars (Supercell) “Starr Park” 2021Dir. Steve Rogers · Wieden+KennedyCiclope Grand Prix 2020
  • Nike "You Can't Stop Us" (2020) commercial still© NikeNike “You Can't Stop Us” 2020Dir. Oscar Hudson · Wieden+KennedyCannes Lions Grand Prix 2021
  • Hutchison Three "Three 5G: The Future" (2020) commercial still© Hutchison ThreeHutchison Three “Three 5G: The Future” 2020Dir. Ian Pons Jewell · Wieden+KennedyCiclope Grand Prix 2020
  • Southern Comfort "Whatever's Comfortable: Beach" (2013) commercial still© Southern ComfortSouthern Comfort “Whatever's Comfortable: Beach” 2013Dir. Tim Godsall · Wieden+KennedyLondon International Awards Grand Prix 2013

Award-winning beauty & personal care commercials

Questions

Who directed the Old Spice “Boat” commercial?

Tom Kuntz directed it, produced by MJZ, for the agency Wieden+Kennedy.

Which agency made Old Spice “Boat”?

Wieden+Kennedy created it for Old Spice (2010).

What awards did Old Spice “Boat” win?

2 awards, including One Show 2011 Bronze Pencil — Consumer Television and DGA 2010 commercials — nominee (Tom Kuntz).

What is the tagline of Old Spice “Boat”?

“Smell like a man, man. Old Spice”

Sources for the credits and awards

en.wikipedia.orgoneclub.orgoneclub.org