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27 January 2021

Insert coin, captain.

by Andrew MacGregor


Old Spice: “Gaming” - 20s

Isaiah Mustafa, the original Man Your Man Could Smell Like, returns in this gamified Old Spice commercial. Shot by designer and animation director Alex Bland, the ad turns Mustafa into an all-action, free-scoring, towel-wearing avatar. To reach his level or anyway near it, blokes must first smell like a captain with the advertised roll-on.

Furthermore, the ad discourages men from using cheat codes, rage-quitting, and chucking their controller across the room. This may come too late for gamers who've let griefers and frustrating A.I. get the better of them in front of partners during lockdown, but the rest stand to gain some musky man points.


Film Production: Thomas Thomas Ⓟ Ⓦ
Director: Alex Bland
Producer: Trent Simpson
Executive Producer: Philippa Thomas

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