Old spice is back and has now turned into the most interesting man in the world and his sunglass-clad Moby Dick, or something. For here, our hero a chisel-chinned handsome guy ponders the really hard questions in life, like where does regular end, and extreme begin. The over-the-top ironic take on everything is familiar by now, and maybe even boring, as jokes like this need a certain je ne sais quoi to become legendary instead of formulaic. Handsome guy though, reminds me of the fellar who had a sugar momma in super bowl 1999, though he had a way better chest.

Where does regular end…
And extreme begin?
Good question.
A wise man once said...
"sweat and body odor is your body's way of saying…
Hey. Slow down.
You need a break."
But thanks to new Dirt Destroyer, the most powerful Old Spice body wash ever made…
My body will finally shut up and let me live.
Is there a limit to how much living I can live with my life?
How will I know if I've gone too far?
And why did I spend my life saving some sunglasses for a whale?
I shall find the answers to these 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

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about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm after growing up in Kiruna, Raleigh and Jiddah.