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P&G brand Old Spice has teamed up with British rapper Chip to create a diss track that empowers men to stand out and "smell their age."
Made with independent ad agency Recipe, the two-minute track titled "Big Man Ting" covers themes of growing up and doing "big man tings" with Old Spice.
Here, the brand also takes a bat at other deodorant brands for being generic and how this reflects on its wearers — particularly young men — who often have the same smell.
This latest music video hopes to build their confidence and encourage them to level up their scent with Old Spice.
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Mike Plumridge, creative director at Recipe, shared some of his personal experiences as a teen and how everyone used to wear sweet-smelling deodorant:
"We all wore the same thing and we wore a whole lot of it. I wish somebody would’ve given me a good talking to, so that’s what we set out to do. But, the stereotypical manly tropes weren't gonna cut it with today’s young men, we needed to deliver a firm wakeup call in a way they’d understand — a diss track."
P&G Personal Care Brand Director Ella Salkeld also expressed that Old Spice wants to instill confidence in men to be their authentic selves.
"You never know what you’re going to get with Old Spice — it has such a strong brand identity so bringing that to life in a British way was a marketer's dream," she added.
By teaming up with Chip and targeting a younger demographic, Old Spice is making itself known as a go-to "coming-of-age" deodorant brand that aids in turning boys into men.
With this kind of brand positioning, the grooming company is well on its way to being a top choice among teenagers looking to grow out of their scent.
Doing 'Big Man Tings'
Directed by Kevin Hudson, the two-minute music video showcases eye-catching visuals, accompanied by the lyrics being flashed on screen.
They also boast dominantly red hues, staying true to the brand's visual identity.
Different shots show Chip rapping to the viewers in the studio, by a dock, on a ship, and flashed on convenience-store TVs.
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Here, the rapper shows his lyrical prowess with catchy and witty wordplay, reciting bars that go:
♪♫♪ Likkle man ting,
What they wear I don’t put on man’s skin,
What’s that whiff?
Smelt you approaching
Turn over there big man ting. ♪♫♪
Overall, it's a refreshing look for the Old Spice brand, staying true to its roots while dipping its feet into British youth culture.
Recently, male grooming brand Dr.Squatch teamed up with "Euphoria" star Sydney Sweeney for a series of racy ads.
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