NEW SPACES, OLD SPICES
copywriterClient: Old Spice
Agency: Wieden + Kennedy
Art Director: Kyle Chin
Copywriter: Robin Maxkii
Yes, we had to sell deodorant holders. And yes, we turned that into a home makeover show.
New Spaces, Old Spices is a spoof on HGTV-style renovation shows, created to promote Old Spice’s oversized, absurdly designed deodorant holders—like the “Kierkegaard” and a bear-shaped bathroom sculpture built to cradle your stick of Swagger.
Inspired by my love of home design shows and mid-pandemic binge-streaming, we pitched the idea of turning these chunky deodorant holders into the centerpiece of an instant bathroom glow-up. Think house tour meets product spotlight, with just the right amount of tongue-in-cheek drama.
Due to a limited budget, we made it work with stock footage, in-house VO, and clever editing. The final product leaned all the way into the weird, proudly embracing Old Spice’s offbeat tone while offering actual...interior design tips? Kind of.
It’s absurd. It’s practical. It’s on-brand chaos. And it proves that even a deodorant holder can become the star of your space—with the right lighting and a little swagger.
New Spaces, Old Spices is a spoof on HGTV-style renovation shows, created to promote Old Spice’s oversized, absurdly designed deodorant holders—like the “Kierkegaard” and a bear-shaped bathroom sculpture built to cradle your stick of Swagger.
Inspired by my love of home design shows and mid-pandemic binge-streaming, we pitched the idea of turning these chunky deodorant holders into the centerpiece of an instant bathroom glow-up. Think house tour meets product spotlight, with just the right amount of tongue-in-cheek drama.
Due to a limited budget, we made it work with stock footage, in-house VO, and clever editing. The final product leaned all the way into the weird, proudly embracing Old Spice’s offbeat tone while offering actual...interior design tips? Kind of.
It’s absurd. It’s practical. It’s on-brand chaos. And it proves that even a deodorant holder can become the star of your space—with the right lighting and a little swagger.