Old Spice celebrates its Champion scent with new ad campaign


CINCINNATI — Procter & Gamble’s Old Spice brand debuted on Tuesday its new NFL marketing campaign centered around the Old Spice Champion scent lineup, featuring Green Bay Packers wide receiver Greg Jennings.

Jennings, who won Super Bowl XLV with the Packers, will appear as the brand's newest Old Spice spokesman in a series of humorous television and print advertisements showcasing the countless ways that Old Spice champion and "Believing in Your Smellf" can help guys overcome adversity and win on and off the football field.

Developed with Portland-based advertising agency Wieden+Kennedy, Old Spice's "Believe in Your Smellf" NFL campaign features seven TV advertisements all communicating the benefits of Old Spice Champion. The ads also will live on Old Spice's social media channels on Facebook and YouTube. The campaign will begin with the debut of the 30-second spot “Film" during the NFL Kickoff game on NBC — Dallas Cowboys vs. New York Giants — on Sept. 5. The subsequent spots will roll out over the course of the NFL season.

Targeted toward guys, Old Spice's NFL "Believe in Your Smellf" campaign will appear primarily during NFL programming on NBC, FOX, ESPN and NFL Network. In addition, digital ads will appear across a number of sports, entertainment, humor and men’s interest outlets.

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