Editing Old Spice (section)

== Advertising ==
[[File:Old Spide Deodorant.jpg|thumb|upright=.5|right|Old Spice Pure Sport High Endurance deodorant.]]
In the 1970s and 1980s, Old Spice ad campaigns in the United Kingdom and Ireland featured a man on a surfboard accompanied by [[Carl Orff]]'s [[O Fortuna (Orff)|O Fortuna]] from ''[[Carmina Burana (Orff)|Carmina Burana]]'', with the tagline "Old Spice – The Mark Of A Man".<ref>{{Cite web|url=https://www.youtube.com/watch?v=e_-C1RcBJxw |archive-url=https://ghostarchive.org/varchive/youtube/20211212/e_-C1RcBJxw| archive-date=2021-12-12 |url-status=live|title=1970s Old Spice Ad|website=[[YouTube]] |date=18 November 2012 }}{{cbignore}}</ref>

An advertising campaign developed by [[Wieden+Kennedy|Wieden + Kennedy]] in 2010 featuring [[Isaiah Mustafa]] became popular after the first advertisement, titled "[[The Man Your Man Could Smell Like]]".<ref>{{Cite web|url=http://www.adweek.com/socialtimes/old-spice-response-campaign/20334|title=Old Spice Response Campaign Was More Popular Than Obama|website=www.adweek.com|date=5 August 2010 |access-date=2016-09-09}}</ref><ref>{{Cite web|url=http://www.fastcompany.com/3040106/the-brand-your-brand-could-be-like-how-old-spice-went-viral|title=The Brand Your Brand Could Be Like: How Old Spice Went Viral|date=2014-12-18|language=en-US|access-date=2016-09-09}} {{verify source |date=September 2023 |reason=This ref was deleted Special:Diff/884843858 by a bug in VisualEditor and later restored by a bot from the original cite located at Special:Permalink/884837518 cite #2 - verify the cite is accurate and delete this template. [[User:GreenC_bot/Job_18]]}}</ref> Following this campaign, Old Spice introduced [[Fabio Lanzoni]] to challenge Isaiah Mustafa for the Old Spice Guy title in an online advertising campaign.

After the success of "The Man Your Man Could Smell Like", Old Spice released "The Response Campaign". Over the course of two and a half days, the brand filmed 186 videos featuring Mustafa engaging in conversation with fans and celebrities.{{Citation needed|date=August 2021}}

Old Spice has partnered with the [[National Football League|NFL]] and featured football stars including [[Ray Lewis]], [[Greg Jennings]], and [[Wes Welker]] in various TV and digital campaigns. In 2012, former NFL player [[Terry Crews]] was featured in the brand's viral hit "Muscle Music". The interactive video allowed people to make music through different musical instruments rigged to corresponding muscles on Crews's body.<ref>{{Cite web|url=http://www.fastcocreate.com/1681518/terry-crews-makes-muscle-music-with-old-spice-and-now-its-your-turn|title=Terry Crews Makes Muscle Music With Old Spice (And Now It's Your Turn)|date=2012-08-28|language=en-US|access-date=2016-09-09}}</ref>

The commercial "Momsong" became popular in 2014 as a part of the brand's "Smellcome to Manhood" campaign.<ref>{{Cite web|url=https://www.latimes.com/entertainment/tv/showtracker/la-et-st-old-spice-momsong-commercial-is-another-viral-hit-20140106-story.html|title=Old Spice's 'Momsong' commercial is another viral hit|last=Times|first=Los Angeles|website=[[Los Angeles Times]]|date=6 January 2014 |access-date=2016-09-09}}</ref>

In early 2016, Old Spice introduced a new brand character, the Legendary Man, with two TV commercials, "Rocket Car" and "Whale", to launch the Hardest Working Collection.<ref>{{Cite web|url=http://www.wk.com/campaign/the_hardest_working_collection/from/old_spice|title=Old Spice {{!}} The Hardest Working Collection {{!}} Wieden+Kennedy|website=www.wk.com|access-date=2016-09-09}}</ref> Old Spice also launched a series of digital infomercials with Canadian actor [[Steven Ogg]]. Later in 2016, the brand introduced two additional Old Spice characters, actors Thomas Beaudoin and Alberto Cardenas, in an advertising campaign for the Red Zone product collection.<ref>{{Cite web|url=http://www.adweek.com/adfreak/2-new-old-spice-guys-kick-hilariously-weird-smell-em-whos-boss-campaign-172263|title=2 New Old Spice Guys Kick Off Hilariously Weird 'Smell 'Em Who's Boss' Campaign|date=27 June 2016 |access-date=2016-09-09}}</ref>

Old Spice has sponsored many cars throughout the [[NASCAR]] world from 2004 to 2010. They first sponsored [[Ricky Craven]] at [[Talladega Superspeedway|Talladega]] in 2004, then moved to [[Tony Stewart]] in Busch Races with [[Joe Gibbs Racing]] and [[Kevin Harvick Incorporated]]. In 2009, they followed Stewart when he formed his own team and car number 14 car for 2009 and 2010 with a win at Watkins Glen. Old Spice returned to NASCAR in 2019 to sponsor [[Corey LaJoie]] and [[Go Fas Racing]]'s 32 car for the [[2019 Daytona 500]]. The car had a unique design in which Corey LaJoie's face was designed on the hood of the car. The team finished 18th in that race.<ref>{{Cite web|url=https://www.racing-reference.info/race/2019_Daytona_500/W|title=2019 Daytona 500 Results|access-date=2019-02-17}}</ref> Old Spice was also featured as the sponsor of [[John C. Reilly]]'s character, Cal Naughton Jr., in the 2006 comedy ''[[Talladega Nights]]''. The brand returned to the sport for a one-off appearance in 2023, sponsoring [[Chase Briscoe]] and [[Stewart-Haas Racing]]'s 14 car for the [[2023 YellaWood 500]].{{cn|date=May 2025}}

In 2019, Old Spice named actor, comedian, and writer [[Deon Cole]] as its global brand ambassador for its five-piece line.<ref>{{Cite web|title=Old Spice Goes to Ends of Earth to Find New Old Spice Guy Deon Cole and the Freshest Ingredients Forged From Nature to Deliver the Real Freshness of the All-New Fresher Collection|url=https://news.pg.com/news-releases/news-details/2019/Old-Spice-Goes-to-Ends-of-Earth-to-Find-New-Old-Spice-Guy-Deon-Cole-and-the-Freshest-Ingredients-Forged-From-Nature-to-Deliver-the-Real-Freshness-of-the-All-New-Fresher-Collection/default.aspx|access-date=2021-08-13|website=news.pg.com|language=en-US}}</ref><ref>{{Cite web|title=Old Spice unveils new Fresher collection, brand ambassador|url=https://drugstorenews.com/beauty/old-spice-names-deon-cole-global-brand-ambassador|access-date=2021-08-13|website=Drug Store News|language=en}}</ref>

In January 2020, Old Spice brought back their viral 2010 campaign "Smell Like a Man, Man" to celebrate the tenth anniversary of the original commercial, and worked with Wieden + Kennedy once again for the reboot.<ref>{{Cite web|last=Graham|first=Megan|date=2020-01-22|title=The Old Spice guy is back for the 10th anniversary of 'Smell Like a Man, Man' commercial|url=https://www.cnbc.com/2020/01/22/old-spice-guy-returns-for-reboot-of-smell-like-a-man-man-ad.html|access-date=2020-10-09|website=CNBC|language=en}}</ref>

Since the 1990s many Old Spice commercials have featured a six-note [[tin whistle|penny whistle]] tune inspired by a [[sea shanty]].{{cn|date=May 2025}}