Half of men aged 18 to 34 are likely to skip a night out with the guys in favor of either working late or just enjoying some “me time.” That’s according to a recent survey by Old Spice, which thinks those excuses are completely lame.
Describing such men as “fallen brothers who lie crumpled and broken on the battlefield of modern life,” the new “Never Let a Friend Lose His Swagger” campaign from longtime agency Wieden + Kennedy Portland features a series of spots about men being rescued from self-inflicted boredom by friends who are bent on getting them out on the town.
While the ads are true to Old Spice form in their over-the-top ridiculousness, they’re also backed by some impressively compelling data from the brand’s survey:
• 79% of men agree they spend less time with their guy friends as they get older, with 92% of those saying they miss some of the things they used to do together.
• 47% of those who spend less time with friends say they miss talking to people who have experienced the same issues they have, and 44% say they miss spending time with someone who really knows them.
• Looking at the last 12 months, 31% of men said they’ve spent more time working late, and 28% say they’ve spent more time binging TV shows—but only 13% say they’ve spent more time with friends. And, as mentioned above, almost exactly half (49%) of men say working late and chilling alone are the usual reasons they’re not going out with friends.
Saying that men in its target age range are due for a “mantervention” (Old Spice can’t resist a “man” portmanteau), the brand has launched four new spots about men facing a litany of obstacles to get friends out of the house.
In “Next Episode,” a guy content to lounge in his bathroom and binge-watch shows all night gets hauled out of his TV torpor.
For “Working Late,” the brand recorded two versions: one in English and one in Spanish, marking the first time Old Spice has recorded a U.S. ad in Spanish.
In “New Dad,” the creative team walks a fine line of acknowledging that being a dad isn’t a bad reason to stay in—but also noting that being in bed by 8 p.m. on a Saturday probably isn’t mandatory. Best of all, despite the Mission Impossible-esque extraction opp, it’s nice to see his wife isn’t portrayed as a joykill.
Client: Old Spice
Vice President, Personal Care, North America: Freddy Bharucha
Associate Brand Director: Matt Krehbiel
Brand Manager: Gwynedd Davis
Assistant Brand Manager: Omar Goff
Executive Creative Directors: Eric Baldwin | Jason Bagley
Creative Directors: Matt Sorrell | Ashley Davis-marshall
Copywriter: Bertie Scrase
Art Director: Christen Brestrup
Head Of Production: Matt Hunnicut
Producer: Lindsay Reed
Studio Manager: Patrick Cahalan
Senior Designer: Ken Berg
Photography: Saskia Thompson
Business Affairs: Dusty Slowik
Account Team: Guy Campbell | Ghada Soufan | Paige Brown | Thomas Harvey
Strategic Planning: Drew Phillips | Samantha Serocki
Media Team: Brian Goldstein | Melissa Meier | Cherish Lee
Production: Biscuit Filmworks
Director: Steve Rogers
Managing Director: Shawn Lacey
Executive Producer: Holly Vega
Director Of Photography: Thomas Townend
Line Producer: Mala Vasan
Production Designer: Drogo Michie
Lime Studios Producer | Bangkok: Wandee Somboon
Asap Producer | Bangkok | Asia: Carson Ng
Editor: Gavin Cutler
Assistant Editor: Pamela Petruski
Executive Producer: Gina Pagano
VFX: Yours Truly Kevin
ECD/ Partner: Tim Davies
Head Of CG: Mike Dalzell
2D Artists: Steve Gibbons, Bobby Murdock, Tony Petitti
3D Artists: Matt Longwell, Carl Harders, Greg Mawicke, Nico Sugleris
Senior Executive Producer / Partner: Sue Troyan
Colorist: Sean Coleman
Sound Design: Mackcut
Sound Designer: Sam Shaffer
Mix: Lime Studios
Audio Mixer/Sound Engineer: Loren Silber
Audio Producer: Susie Boyaian