Old Spice targets gamers with fresh new campaign by isobel

old spice

Independent creative agency isobel has created a new campaign for Procter & Gamble brand Old Spice, targeting UK gamers.  

The campaign, created during lockdown, features an animated version of brand spokesman and Old Spice Guy Isaiah, travelling between gaming worlds.  

Old Spice – Captain

It features the male grooming brand’s latest scent – Captain. 

The agency confirmed that the film will be promoted within mobile gaming, as well as on YouTube.

Procter & Gamble appointed isobel to the famous after shave brand business in 2020, following a pitch.

Isobel said it will continue to work on new elements for the brand in 2021.

The campaign was written by Lance Boreham and Tom Dyson and produced through Thomas Thomas Films.

Old Spice was first launched in 1937 as Early American Old Spice by William Lightfoot Schultz’s soap and toiletries company, Shulton.

It was bought by Proctor & Gamble in 1990.

As well as the original shaving products, the brand of male grooming products today encompasses deodorants and antiperspirants, shampoos, body washes, and soaps.

In the 1970s and 80s the brand became famous for its ad campaigns in the United Kingdom and Ireland. They featured a man on a surfboard accompanied by the strains of composer Carl Orff’s O Fortuna from Carmina Burana, with the tagline “Old Spice – The Mark Of A Man.”