OLD SPICE WOLFDOG

Old Spice was launching a new collection of nature-inspired scents called the Wild Collection. So we found an actual wolfdog, slapped a voice translating collar on him, and put the campaign into his hands.

(BACKGROUND This campaign is nearly a hundred years old now, but I think it’s really interesting in the lineage of Old Spice non-traditional work. We took a ton of risks and produced a lot of very interesting, semi-experimental pieces. For example, the Wolfdog, using an improv actor’s voice, conducted real interviews with potential interns on Google Hangouts. No actors, real interviews, broadcasted live. We actually picked one and let them write an Old Spice commercial, which we produced in about a day. Later we hired a professional Call of Duty player to play on the Wolfdog’s behalf, and he played on Xbox Live to market to random kids via the improv actor speaking through his headset. We let people send in their homework via Twitter and had dozens of tutors on standby in the background to do people’s homework for them as the Wolfdog if they promised to buy Old Spice. We produced an album of business inspiration music in about 5 hours. Long story short, we produced tons of content on the fly. And we only pulled all this off because we had rented a huge house where we all stayed and worked, including the agency, production company, and talent. I guess I’m saying, for any ad nerds who care about useless shit like this, this campaign set up our team to produce some of the later work for Old Spice that was a lot more visible. But this is one of my favorites.)