07.29.24
Old Spice has joined forces with Marvel Studios' Deadpool & Wolverine. In a hilarious new campaign starring Deadpool and his roommate Blind Al, Old Spice Total Body Deodorant steps in to offer Deadpool 24/7 freshness from pits to toes.
Kate DiCarlo, Old Spice’s Senior Communications Director, said,
“We developed our Total Body Deodorant so that every guy, hero and antihero, can stay fresh all over all day. In this campaign, we show everyday moments where you need to be your freshest, while also tapping into content we know our fans love. We are thrilled to bring freshness to one of Marvel's most anticipated moments of the year.”
Holly Frank, Walt Disney Studios VP, Partnership Management and Operations, Marvel, commented,
“We’re thrilled to be collaborating with Old Spice again to lean into fan-first creative with fan-favorite characters – in this case - Blind Al. This allowed us to deliver even more of the irreverent humor our fans love while staying true to our shared comedic voice and garnering excitement for the movie ahead of its release.”
In the campaign, Deadpool arrives back at his apartment after battling bad guys drenched in a funky smell. His roommate, Blind Al notices immediately and covers him with Old Spice Total Body Deodorant.
Old Spice’s Total Body Deodorant is clinically proven to fight odor for up to 72 hours and is gentle enough for use all over the body. The collection is dermatologist-tested, aluminum-free, and comes in three forms: Total Body Deodorant Spray, Cream, and Stick.
The spot was directed by Cameron Harris and produced by the Marvel Studios Partnerships team in collaboration with Gravy Films and Maximum Effort. It features Deadpool and Leslie Uggams, known for her role as Blind Al in the Deadpool franchise, as well as her notable performances in Fallout, American Fiction, Empire, and The Immortal Life of Henrietta Lacks.
The campaign video can be viewed on YouTube, Instagram and TikTok.
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