IDEA 1: OLD SPICE: SMELL YOUR HEROES

You know that old saying don’t meet your heroes? Well here’s another saying: if you can’t meet

‘em: smell ‘em.

A line of deodorants modeled after classic heroes. Smell like Hercules (Olive Leaves and Hard

Labor), Benjamin Franklin (Papyrus and Lightning), Winston Churchill (Bourbon and Worsted

Wool), or Gandhi (Cardamom and Spring Water).

TAGLINE: If you don’t smell like a hero, how will anyone know that you are one?

Billboard Campaign: Four billboards that depict buff, male-model versions of our four heroes,

in representative circumstances, holding up their signature scent, with their names across the top

and the tagline across the bottom.

TV Campaign: Built around a stunt/activation of carved deodorant statues of each hero, placed

in a public location (outside of a gym or maybe in a crowded office park). Candid-camera style

footage of people sniffing, posing for photos with the statues.

IDEA 2: TV AD: OLD SPICE HOLY WATER BODY WASH

A man sits in a confessional

Man: Forgive me father for I have sinned. I’ve committed gluttony, lust, and sloth. How can I

ever be purified.

Priest: Son, all you need to do is wash yourself clean.

The priest sprays him with a fountain of body wash.

Priest: There now…go forth my child.

The boy crosses himself. He exits the confessional, then the church. He emerges to a water park

full of beautiful women who look at him askance.

TAGLINE: Permission to not ask for forgiveness.

IDEA 3: TV AD: SMELL GOOD FOR YOUR BROS

Two men sit together on the couch, gaming.

One of them is on a kill streak–he pumps his fist.

The other one man takes a whiff of the air–mm, smells good.

They high five.

Two men are out on the driving range, smacking drives that blot out the sun.

One man gives a sniff–mm, smells good.

They high-five.

Two men enjoy a nice beer in an outdoor bar–suns out, guns out.

They each take a healthy whiff–mm, smells good.

They clink glasses.

TAGLINE: Don’t harsh the vibe–smell fresh for your boys