Ah yes, old man shaking his fist dramatically in the wind as Old Spice comes down to kill the youngest. For the drying times indeed. Dumb? Yes. But hella product-focused, too. Perhaps the most surprising thing about this new campaign which includes a Grapes Of Wrath spot, isn't the horrific pun of "Drying Times." The weirdness is still intact of course, although it looks like they had a much smaller budget this time. And the humor is still as out there as ever. But the big change is thatt this is the most product-centric I think Old Spice has been in a while. And by product centric, I mean they are showing benefits and even usage, albeit in a cartoonish way. This is far removed from the Terry Crews Isaiah, Mustafa fights that were too meta for their own good, becoming a shark jumping moment. At least this is proof you can make an ad that is different, and with a product benefit without it sucking.
Except for the Drying Times pun. I know the dumb words are a long running schtick. (I'm still trying to forget Smellf.) But something about Drying Times is so obvious it's just a little too close to hack for its own good.

Client: Old Spice Client: Janine Miletic, Marketing Director, Matthew Krehbiel Associate Brand Director, Eugenia Chacon – Assistant Brand Manager W+K Portland CD’s: Matt Sorrell, Ashley Davis-Marshall Copywriter: Ryan Niland | Steve Etheridge (“Lean Times” only) Art Director: Chen Liang Producer: Jennifer Hundis Account Team: Ghada Soufan, Phil Williams, Thomas Harvey B.A.: Dusty Slowik Production Company: Gifted Youth Director: Fatal Farm Executive Producer: Dal Wolf Line Producer: Alistair Walford Editing house: Joint Editor: Tommy Harden Assistant Editor: Dylan Sylwester Post Producer: Jen Milano Post Executive Producer: Leslie Carthy VFX Company: Joint VFX Supervisor Katrina Salicrup Lead Flame Artist: Leif Peterson Flame Artists: Leif Peterson, Robert Murdock, Chris Payne, David Jahns Flame Assistant: Noah Poole VFX Producer Rebekah: Koerbel VFX Associate Producer: Nathanael Horton VFX Executive Producer: Alex Thiesen Sound: Joint Sound Designer: Noah Woodburn Telecine: Joint Colorist: David Jahns