Design

Advertising: The Making of the Old Spice “What Your Man Could Smell Like” Commercial

by Winston "Stone" Ford

I’m sure by now you’ve seen the Old Spice commercial with the over achieving arrogant dude talking about Old Spice. “Look at your man, now look at me, now look back at your man…” The commercial itself is hilarious, with it’s 30 seconds filled with more than a few choice punch lines as the actor, Isaiah Mustafa, seemingly floats from a bathroom, to a boat, and then a horse (could “Im on a Horse” replace “Im on a boat in 2010?” Hmm…).

As a commercial it does its job. It’s funny, memorable, catchy and repeatable. But while most people would simply assume the whole thing was shot on a bluescreen, it was actually done with little CGI at all.

If you’re one of those people who listen to the DVD commentary (I’m guilty), then you will appreciate this video below. The host, Leo Laporte (TechTV stand up!) interviews the commercia’s creators from the ad firm of Warren + Kennedy. In fact, other than the diamonds and the Old Spice bottle coming out of the dude’s hands, everything was done on a set. The boat and bathroom sets were built on a beach, even the contraption that put him on a horse was done without the use of special effects. It was all shot seemlessly in one take, and I’m surprised that dude was able to keep his composure throughout the whole endeavour.

Oh, and by the way, Isiaiah Mustafa is on Twitter.


  • http://ralstonsmith.com ralston

    thanks for posting…did i miss the ‘making of’ link in the piece?

  • http://thecouchsessions.com Stone

    My bad. Updated it with the second vid!

  • Shoshana RK

    This is way too funny.
    “I’m on a horse!”