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Old Spice “The Man Your Man Could Smell Like” 2010

Old Spice “The Man Your Man Could Smell Like” (2010) is an Old Spice commercial directed by Tom Kuntz for Wieden+Kennedy, produced by MJZ. It won 5 awards, including AICP 2010 Honoree Advertising Excellence / Single Commercial and AICP Show 2010 Honoree Advertising Excellence.

A charismatic man directly addresses women, humorously comparing himself to their partners and showcasing the transformative power of Old Spice products through surreal scene changes.

Video: Old Spice on YouTube

Frames

  1. A muscular man in a towel transforms from a bathroom to a boat, then to a beach on a horse, all while holding Old Spice products.© Old Spice0:00
  2. Old Spice “The Man Your Man Could Smell Like”, shot 1© Old Spice0:03
  3. Old Spice “The Man Your Man Could Smell Like”, shot 1© Old Spice0:07
  4. Old Spice “The Man Your Man Could Smell Like”, shot 1© Old Spice0:11
  5. Old Spice “The Man Your Man Could Smell Like”, shot 1© Old Spice0:15
  6. Old Spice “The Man Your Man Could Smell Like”, shot 1© Old Spice0:18
  7. Old Spice “The Man Your Man Could Smell Like”, shot 1© Old Spice0:22

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, fast-paced transformations with a charismatic, direct-address spokesman.

Tagline: “Smell like a man, man.”

direct addressfourth wall breaksurreal transformationscharismatic spokesmanhumorous comparisonone-take wonder

The cut

Length
30 s
One take
30 s in a single shot

What creatives use Old Spice “The Man Your Man Could Smell Like” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Old Spice “The Man Your Man Could Smell Like”? 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 muscular man in a towel transforms from a bathroom to a boat, then to a beach on a horse, all while holding Old Spice products.© Old SpiceOld Spice “The Man Your Man Could Smell Like”, 0:03© Old SpiceOld Spice “The Man Your Man Could Smell Like”, 0:07© Old SpiceOld Spice “The Man Your Man Could Smell Like”, 0:11© Old Spice
    Frames from Old Spice “The Man Your Man Could Smell Like”

  2. 02How a one-take commercial is built

    30 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 muscular man in a towel transforms from a bathroom to a boat, then to a beach on a horse, all while holding Old Spice products.© Old SpiceOld Spice “The Man Your Man Could Smell Like”, 0:03© Old SpiceOld Spice “The Man Your Man Could Smell Like”, 0:07© Old SpiceOld Spice “The Man Your Man Could Smell Like”, 0:11© Old SpiceOld Spice “The Man Your Man Could Smell Like”, 0:15© Old SpiceOld Spice “The Man Your Man Could Smell Like”, 0:18© Old Spice
    Length: 30 s · One take: 30 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 “The Man Your Man Could Smell Like” 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”© SkinnyVisit Sweden “The Swedish Prescription”© Visit SwedenChili’s “Fast Food Financing”© Chili’s
    Fire and Emergency New Zealand · Skinny · Visit Sweden · Chili’s

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 “The Man Your Man Could Smell Like” commercial?

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

Which agency made Old Spice “The Man Your Man Could Smell Like”?

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

What awards did Old Spice “The Man Your Man Could Smell Like” win?

5 awards, including AICP 2010 Honoree Advertising Excellence / Single Commercial, AICP 2010 Honoree Performance / Dialogue, AICP Show 2010 Honoree Advertising Excellence and AICP Show 2010 Honoree Humor.

What is the tagline of Old Spice “The Man Your Man Could Smell Like”?

“Smell like a man, man.”

Sources for the credits and awards

aicpawards.com