Old Spice's 'Legendary Man' Is Back, on a Jungle Quest for Enlightenment

Suave Hero Shares His Wisdom With Gorillas in Latest Spots

By Alexandra Jardine. Published on Feb 01, 2017

Editor's Pick

Old Spice's "Legendary Man" character is back, sharing meaningless words of wisdom as he sets out on a quest for enlightenment in the jungle.

In a new set of spots from Wieden & Kennedy Portland, directed by Steve Rogers at Biscuit, our handsome hero becomes an intrepid explorer, attempting to communicate with gorillas in the jungle and "break down the barriers bewteen man and beast," while staying dry due to his Old Spice deodorant. His philosophical musings (which include: "How do you respond to a question that's never been questioned? Good question") again perfectly spoof a whole host of other advertisers, from fragrance to alcohol brands. The tagline is "Don't Smell Yourself Short."

In a one minute spot, seen here, we see the whole story, in which he ends up giving a TED-style lecture about his exploits. A 30 second spot will run on Fox at 11am ET on Sunday targeting men watching in the run-up to the Super Bowl, and other spots, for products including shampoo, will run online and on TV from Feb. 13.

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Feb 01, 2017
Wieden & Kennedy Portland
Old Spice

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