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Deon Cole stars in new Old Spice ad campaign

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CINCINNATI — Old Spice has introduced its all-new Fresher Collection, offering real body wash benefits forged from real ingredients – like Deep Scrub with Deep Sea Minerals, Exfoliate with Charcoal, Moisturize with Shea Butter, Cooling with Mint and Relax with Lavender – that help guys elevate their grooming regimen. The all-new Fresher Collection also infuses new fresh scents and anti-perspirant/deodorant technology that goes on smooth to combat visible residue, so guys don’t have to worry about white marks on dark shirts.

Deon Cole

Celebrating the new collection, Old Spice reveals a ‘fresh’ new face and Old Spice Guy, actor/comedian/writer Deon Cole (Black-ish, Grown-ish) who takes on a coveted role as a global ambassador. Cole will debut in “Running on Empty,” the first spot from the new “Men Have Skin Too” advertising campaign premiering on television nationwide January 20 during the NFL Conference Championship Games.

“We’ve scoured the earth for the world’s best ingredients in our products … and the perfect Old Spice Guy,” said Matt Krehbiel, Old Spice associate brand director at Procter & Gamble. “We’re ecstatic to welcome Deon, a talented and hilarious comedian and actor to the Old Spice family. Deon’s big personality and quick wit are a perfect fit for the humor that fans love and expect from Old Spice.”

“Growing up using Old Spice was everything to me, so it’s huge to join the world-famous group of Old Spice Guys. Mom, are you reading This?” said Deon Cole. “As the newest Old Spice Guy, the first thing I’m sharing is that men have skin, too … and the NEW Fresher Collection delivers real freshness forged with real ingredients that we can call our own. You’re smellcome, man.”

With Cole’s extensive background in acting, comedy and writing, it was natural for him to join the ranks of legendary Old Spice Guys and the brand known for its hilariously smart advertising campaigns. Cole stars as Charlie in ABC’s Black-ishfor which he received a NAACP Image Award nomination for “Outstanding Supporting Actor in Comedy Series” and ABC Family’s Grown-ish. He’s also the host of BET’s game show Face Value with Tiffany Haddish. Cole received his first Emmy nomination as a staff writer for NBC’s The Tonight Show with Conan O’Brien.

Old Spice knows that guys not only want to smell fresh, but they also want skin that is clean, healthy and moisturized. They want the kind of product selection that women have … not just a few small shelves or a single, lonely product in the shower. Men want grooming products that they can call their own with real freshness forged with real ingredients and benefits! “Men Have Skin Too” is the latest hilarious creative digital and television campaign developed by Wieden+Kennedy (Portland).

The campaign launches with “Running on Empty,” debuting on national television during the NFL Conference Championships on January 20. Following the release of “Running on Empty,” the remaining “Men Have Skin Too” spots will be available in early February on the Old Spice YouTube channel. Each creative piece features new Old Spice Guy Deon Cole, and actress Gabrielle Dennis (RosewoodLuke Cage) plays a prominent role in three spots. In addition to Cole and Dennis, the campaign also features cameo appearances by actor/former NFL player Thomas Q. Jones and comedian/social media star, Keraun Harris.

  • “Running on Empty” (:15/:60) – She wants his body products. What should he do?
  • “One on One” (:30) – Two friends shoot hoops and share the skinny on skin care.
  • “Taking Stock” (:30) – Who says skin care is only for women?
  • “The Getaway” (:15) – Lavender. You’ll like the smell of it.
  • “Group Chat” (:15) – It’s okay to share your Cooling with Mint, right?

Click here for complete details on the all-new Old Spice Fresher Collection product line.


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