Old Spice - Dirt Destroyer / Smell Legendary #smellegendary (2016) :90 (USA)

Old Spice is pulling out a tried and true CP&B trick, mocking infomercials, in this ironic pisstake of cable TV pitchman presenting the Dirt Destroyer. Our pitchman Bob Giovanni is fit, and has an even fitter assistant who throws bucket of dirt on him for the live demonstration, and hands him the burning bow and arrow for Bob's impressive stop-my-own-arrow trick. There's only one thing that works as hard as the Dirt Destroyer, and it's Bob Giovanni. Molten-lava firefighters agree, Dirt Destroyer takes away all the dirt.

But honestly, so does soap. Not sure a not-so-fresh execution idea that we've seen since at least the late 90s when Paradiset in Sweden mocked everything is the right route to go for Old Spice. CP&B have done dozens of infomercial-spoofs by now, perhaps they have an infomercial-spoof department. And how does this ad fit with the Whale tennis from the same #Smellegendary campaign? Where did the Mustafa magic go? Will the millennials like it? Why is there an L missing from the hashtag? So many questions.

Client: Old Spice
Production Company: Biscuit Filmworks/Revolver
Director: Steve Rogers
Managing Director: Shawn Lacy
Executive Producer: Holly Vega
Producer: Pip Smart
DP: Mandy Walker
Production Designer: Leon Morland