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Old Spice's surreal spot targets the UK's illustrious gaming scene.

The work follows brand spokesman Isaiah as he ventures between gaming worlds, from flossing (a dance move the kids do, apparently) with sea creatures to winning a penalty shootout while facing away from the goal. 

"A captain knows all the combos, he doesn’t need any cheat codes and he never smashes his controller, even when he loses," Isaiah declares. It ends with the tagline: "Smell like a man, man." The ad was created by Tom Dyson and Lance Boreham, and directed by Alex Bland through Thomas Thomas Films. Media is handled by Publicis One.

In 2019, Old Spice launched an action-packed spot targeting swagger-seeking millennials, "Never let a friend lose his swagger".