Loyal AdScammers know I am a big fan of Wieden for two reasons… They’ve kept themselves out of the blood soaked clutches of the conglomerates… And they generally do really good work. But, I am appalled by their new campaign for Old Spice using a trio of print ads and a handful of logo-less five-second TV spots for its invisible solid deodorant, Ever Clear. (Doesn’t that make you go blind when you drink more than a gallon at one sitting?) Print ads show men on the beach, in a sauna and on the basketball court, each hoping to impress an attractive woman nearby. None use Ever Clear, so they're branded as nasty chumps, idiots and stupid weirdoes. Each insult is spelled out in white deodorant clumps that run from the hair in their armpits down their bodies. This is the grossest, most insulting shit I’ve seen in years. OK, most men’s toiletry advertising is pathetic. But it doesn’t have to make you want to throw up. Dan, fucking Dan… Whoever did this should be wacked on the head with a shitty two by four and made to work in the mail room ‘till they come to their fucking senses.
Yeah... Wieden did that. Un-fucking-believable!