The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Consumer Television / :30/:25 - Single
Annual ID
12060T
About the Work
In ?Smell Is Power,? the follow-up to last year?s Odor Blocker campaign, super muscly spokesman Terry Crews returns to communicate the power of Old Spice Body Spray in unique and unexpected ways.
To demonstrate just how much power is contained within a single can, we created a world in which Old Spice can easily break the physical laws of the universe. In fact, it has so much power, it can even break the immutable parameters of advertising itself. Partnering with household-name brands Charmin and Bounce, we literally smashed right into other brands? commercials to sell our own.
Whether the power of Old Spice blows Terry?s own mind or yours, the message is clear: Old Spice Body Spray will make you smell like a man who feels like an exploding volcano looks.
And now this award show write-up is almost done and this last word makes it exactly 150 words: power.
To demonstrate just how much power is contained within a single can, we created a world in which Old Spice can easily break the physical laws of the universe. In fact, it has so much power, it can even break the immutable parameters of advertising itself. Partnering with household-name brands Charmin and Bounce, we literally smashed right into other brands? commercials to sell our own.
Whether the power of Old Spice blows Terry?s own mind or yours, the message is clear: Old Spice Body Spray will make you smell like a man who feels like an exploding volcano looks.
And now this award show write-up is almost done and this last word makes it exactly 150 words: power.
2012 Awards
Total Points: 25
Gold Pencil
Credits
Agency
Jessica Monsey
Jordan Muse
Production Company
Absolutely Productions
Eric Notarnicola
Bill Bentz
Art Director
Croix Gagnon
Group Creative Director
Mark Fitzloff
Jason Bagley
Craig Allen
Susan Hoffman
Director
Tim Heidecker
Eric Wareheim
Producer
Dave Kneebone
Sound Designer
Eric Notarnicola
Rohan Young
Writer
Nathaniel Lawlor
Agency Producer
Ben Grylewicz
Dale Nichols
Lindsay Reed
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