Old Spice, Axe Launch Campaigns Ahead Of Super Bowl

Old Spice and Axe are launching campaigns well in advance of next Sunday’s big sporting event. 

Old Spice debuted a French-only TV spot from Wieden + Kennedy during the Grammys Jan. 28. It was the brand’s first time broadcasting during the high-profile music awards show and the aim was to capture the attention of both men and women. The spot, which introduces the Old Spice Red Collection, is a parody of the high drama in fine fragrance commercials. 

Immediately following the Grammy Awards, fans could see the fully-translated version on Old Spice’s YouTube channel. The French version ran only the one time. The campaign continues next month with the launch of a second spot, “Marco Love-O.” 

The brand will follow with digital, social, experiential and sampling activations with sports fans on the ground in Minneapolis during the Super Bowl.



Axe debuted a campaign Jan. 24 with the theme “You’re Gold.” It features three new lines — Gold, Gold Fresh and Gold Original — and a range of benefits like 48-hour odor and wetness protection, and technology to prevent white marks and yellow stains on clothing.

The “You’re Gold” campaign aims to extend the Axe Find Your Magic point-of-view, which knocks the one-size-fits-all idea of what a guy “should be” and other confidence killers that make guys feel less than “gold.” 

Tree spots, Epic Trip, Hanging High Five and Rush Hour created by 72andSunny, highlight just a few of those everyday situations where guys can stay fresher under pressure.

The brand also presents its gold squad, a group of musicians, athletes, gamers and creators, who will see if they can keep their cool when the pressure is on. The squad includes rapper Lil Yachty, pro basketball player Brandon Armstrong, YouTuber Markiplier and recording artist Danny Ocean.

Fans across the country will get a chance to trial Axe Gold on the Axe Goldmobile, the brand’s first-ever sampling mobile, which will give out free products at high schools and events across the country.

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