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Old Spice “Questions” 2010

Old Spice “Questions” (2010) is an Old Spice commercial directed by Tom Kuntz for Wieden+Kennedy, produced by MJZ. It won 11 awards, including One Show 2011 Gold Pencil — Consumer Television, The One Show 2011 Consumer Television / :30/:25 - Single Gold Pencil and Cannes Lions 2011 Film Silver.

A shirtless man, Isaiah Mustafa, asks women if their man can be like him, then transitions through surreal scenarios to promote Old Spice body wash.

Video: Old Spice on YouTube

Frames

  1. A shirtless man stands on a beach, holding a bottle of Old Spice body wash, then transitions to a lake with mountains and a cake.© Old Spice0:01
  2. Old Spice “Questions”, shot 2© Old Spice0:04
  3. Old Spice “Questions”, shot 2© Old Spice0:07
  4. A shirtless man in khaki shorts stands in a kitchen, holding a cake that says "You're Beautiful" and a circular saw, with a lake and mountains in the background.© Old Spice0:14
  5. A shirtless man in khaki shorts jumps off a waterfall, arms outstretched, against a blue sky with clouds and mountains in the background.© Old Spice0:19
  6. A shirtless man in his 30s stands in a wooden hot tub, splashing water, with a waterfall and rocky landscape in the background.© Old Spice0:22
  7. A shirtless man sits on a motorcycle on a wooden deck, holding an Old Spice product, as water recedes around him with a waterfall in the background.© Old Spice0:26

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

Surreal, rapid-fire transitions showcasing an ideal man's adventurous and romantic qualities.

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

direct addressrapid scene changeshyper-masculinityabsurdist humorrhetorical questionsidealized male figure

The cut

Length
32 s
Shots
7
Average shot
4.6 s

What creatives use Old Spice “Questions” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Old Spice “Questions”? 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 stands on a beach, holding a bottle of Old Spice body wash, then transitions to a lake with mountains and a cake.© Old SpiceOld Spice “Questions”, 0:04© Old SpiceOld Spice “Questions”, 0:07© Old SpiceA shirtless man in khaki shorts stands in a kitchen, holding a cake that says "You're Beautiful" and a circular saw, with a lake and mountains in the background.© Old Spice
    Frames from Old Spice “Questions”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Old Spice “Questions” in order, with its length, framing and what happens in it.

    A shirtless man stands on a beach, holding a bottle of Old Spice body wash, then transitions to a lake with mountains and a cake.© Old SpiceOld Spice “Questions”, 0:04© Old SpiceOld Spice “Questions”, 0:07© Old SpiceA shirtless man in khaki shorts stands in a kitchen, holding a cake that says "You're Beautiful" and a circular saw, with a lake and mountains in the background.© Old SpiceA shirtless man in khaki shorts jumps off a waterfall, arms outstretched, against a blue sky with clouds and mountains in the background.© Old SpiceA shirtless man in his 30s stands in a wooden hot tub, splashing water, with a waterfall and rocky landscape in the background.© Old Spice
    Length: 32 s · Shots: 7 · Average shot: 4.6 s

  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 “Questions” 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 “Questions” commercial?

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

Which agency made Old Spice “Questions”?

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

What awards did Old Spice “Questions” win?

11 awards, including One Show 2011 Gold Pencil — Consumer Television, The One Show 2011 Consumer Television / :30/:25 - Single Gold Pencil, Cannes Lions 2011 Film Silver and ADC 2011 Gold Cube — Advertising: Broadcast Craft, Direction - Single.

What is the tagline of Old Spice “Questions”?

“Smell like a man, man. Old Spice.”

Sources for the credits and awards

en.wikipedia.orgen.wikipedia.orgoneclub.orgoneclub.orgaicpawards.comdandad.orgThe WorkThe Workweb.archive.orgweb.archive.orgweb.archive.orgclios.com