With two musical theater-inspired TV spots, Old Spice is revealing the details of its new Smelf-Confidence campaign. The advertising effort keeps emphasizing how Old Spice offers guys swagger and confidence at all hours of the day and night. The first-ever Old Spice mascot for the company, Swaggy Spice, who will make his debut this week at Super Bowl LVII Opening Night, is highlighted in the commercials.

Many males have a REALLY BIG phobia of BO (body odor). Men shower twice as often as women do, use deodorant 30% more regularly, and are 30% more likely to have bad breath than women, according to Procter & Gamble research. The Smelf-Confidence campaign emphasizes the typical difficulties that men must face while deftly avoiding the dangers of BO. Fortunately, the Old Spice Swagger line offers long-lasting freshness* around-the-clock.

“Old Spice wants guys everywhere to feel confident when under the spotlight,” said Matt Krehbiel, Old Spice’s Vice President at Procter & Gamble. “This new campaign is inspired by the insight that we can usually count on others to tell us if something is out of place. Maybe we have something in our teeth, or a spot on our shirt, but no one will tell us if we smell, leaving us wondering in those make-or-break moments, ‘do I smell right now?’ If you can’t be confident that others will tell you that you smell bad, then you need to be really confident in your grooming products.”

The Broadway-inspired commercials were made by Wieden + Kennedy (Portland), and they star Manuel Pacific (Terminator: Dark Fate, Ride). Manuel, an actor of Colombian descent, has been appearing on stages around the world since he was seven years old. YouTube, Vevo, TikTok, Reddit, and national television will all start broadcasting the first ad, "Soliloquy." Later this spring, the "Tango" commercial will make its debut.

Allow Swaggy Spice, Old Spice's first mascot, to Take His Place

Speaking of being cool and fresh in the spotlight, Old Spice is launching Swaggy Spice, the newest mascot with advertising inspiration. Mascots are required to perform all of these tasks while being watched by throngs of spectators, including dance, dunk, and make us laugh. People don't realize that mascots are the stinkiest object in the stadium because they may perspire up to 10 pounds per game. What better setting than a mascot costume in Phoenix to put Old Spice Swagger's 24-hour long-lasting freshness to the test? At one of the most demanding, high-intensity events of the year, the Super Bowl, Swaggy Spice will provide the same odor/sweat protection to the general public while decked out in fashionable accessories.

“It’s a real honor to become THE most famous deodorant stick of all time and spread the word about my 24/7 long-lasting freshness,” said Swaggy Spice, the official mascot of Old Spice. “I always had big dreams thanks to my confidence-inducing fragrance and odor protection but never expected to reach the pinnacle of deodorant stardom with Old Spice. Shout out to my good-smelling friends and family who believed in me as a young deodorant stick with one dream…to deliver Smelf-Confidence to guys everywhere.”

Swaggy Spice will distribute samples, interact with fans in Phoenix, and walk the Super Bowl LVII red carpets with celebrity handlers during his unexpected visits this week.

Old Spice Swagger Lineup

With newly created packaging and the renowned odor and sweat fighting Old Spice technology that provides 24/7 freshness to people who use it every day, the Old Spice Swagger collection is back. With Swagger, guys will have the self-assurance to remain calm in every situation, regardless of the difficulties life presents.

With a traditional manly scent that features bright citrus and fresh fruity top notes over a clean base of woods and musks, Old Spice gives freshness all day and swagger all night. Body wash, deodorant, and dry antiperspirant spray are now available.

Products in the Old Spice Swagger lineup include:

Swagger Body Wash: Get rid of oil, dirt, and bacteria that cause odor without drying out the skin so you can feel confident and clean all day.

Swagger Deodorant: A clear, smooth application that attacks odor-causing germs right away and provides odor prevention that lasts all day with regular usage.

Swagger Antiperspirant Dry Spray: A dry, weightless product that is invisible and provides constant odor and sweat protection when used regularly.

Swagger Hand & Body Lotion: 24-hour formula that works quickly to hydrate skin all day.

Visit https://oldspice.com for additional details on the entire Swagger lineup.