Return of ‘The Man Your Man Could Smell Like’
Back in February, and it seems like a lifetime ago, I wrote about the making of the most fabulously creative TV commercial ever, Wieden + Kennedy’s “The Man Your Man Could Smell Like” (Old Spice). In the interim actor Isaiah Mustafa signed a talent deal with NBC, which was good, and the spot won the Grand Prix for Film at the Cannes International Advertising Festival, which was also good, while the company introduced a vastly inferior series of ads with muscleman Terry Crews. Which was bad. Holy Mother of God, it was worse than you could possibly imagine. Where was The Man Your Man Could Smell Like? Was it really possible Old Spice wouldn’t return to its greatest triumph? No. The Man is back. And while you might argue that in the new spot the agency piles on visual gags in a way that recalls an Everything Pizza, there’s no arguing with the splendor of the concept, or with the impeccable comic timing in Mustafa’s performance. Welcome back, Man. It’s been too long.