New Old Spice Olympics ad – “I will live forever”.

I liked the last set of ads P&G released for the brand. They were in keeping with the “Smell like a Man” theme of previous work and had the same nicely edited touch.

But this work is a head scratcher?

The same tune is applied to what I think is quite a different idea and I’m left wondering if this is stretching the original creative premise too far just to shoe horn in the Olympics reference? It doesn’t really work as part of the previous idea or as a stand alone.

Particularly after P&G did such an original and classy job with Olympic mums?

Perhaps this is a case of “Too much of a good thing” regarding Smell Like A Man theming, and P&G need to find a more original way to build on their classic work if the brand is going to continue to re-establish itself.

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