Old Spice_couple in therapy

Old Spice “Men Have Skin Too” couple visit unexpected therapist to wave the coexistence problems derived from her borrowing of his mousturizing lotion

Old Spice debuts the latest “Men Have Skin Too” commercial featuring a surprise cameo by actress Nia Long in her first-ever TV ad. Starring as a relationship therapist, Long helps the Old Spice “Men Have Skin Too” couple navigate the hilarious minefield that comes when she borrows the moisturization of his new Fiji with Coconut Oil Hand & Body Lotion during cohabitation.

The new spot reflects a lighthearted outlook, dedicated to what couples may have been feeling or experiencing during quarantine. Because sharing isn’t always caring, and the little things, like borrowing your partner’s personal products, can become a serious matter.

The latest addition to the “Men Have Skin Too” campaign continues to tackle the long-held belief that women’s products are superior with sought-after skin benefits, while men’s products lag.

Old Spice’s Fresher Collection is so good partners and family members crave it and prefer it as shown in the ad. This is the clear brand message behind the TV spot.

A campaign chapter deeply rooted in data and online feedback of the fans

The latest “Men have Skin Too” advert is deeply rooted in the results of The Old Spice “Skin Deep” Survey, which was conducted by Wakefield Research among 1,000 people who are cohabitating, between June 11th and June 14th, 2021.
Key findings of this report are that:

1) Nearly half of women (49%) have borrowed hair or body care products from their significant other in the past six months.

2) 29% of women who used their partner’s grooming products reached for the body wash.

3) 24% of women who borrowed their partner’s body and hair care products did so because they’re better quality or better scent!.

4) In the past 18 months of sharing and togetherness hasn’t always made for domestic bliss: nearly 2 in 5 (39%) admit they’ve disagreed more with their significant other now than before the pandemic.

Nia_Long_-_Men_Have_Skin_Too_Endcard
Nia Long playing the role of the therapist in the latest chapter in the Men Have Skin Too campaign saga (video end card). © Procter & Gamble/Wieden + Kennedy

“Working with such an iconic brand on the first commercial I’ve ever been a part of has been an amazing experience,” says Nia Long. “Old Spice was a product my grandfather used and one I was extremely familiar with. I also couldn’t resist the universal relatability of the Men Have Skin Too campaign, because who hasn’t had a significant other “borrow” their products?”

“Online fan feedback inspired this next Men Have Skin Too chapter with the insight that they wanted an even spicier situation to take our classic ‘borrowing grooming products’ storyline to another level,” said Matt Krehbiel, Old Spice vice president at Procter & Gamble. “The spot promotes the importance of therapy in a light-hearted way that many Old Spice fans will be able to relate to, especially given the challenges of the past year and a half.”

The latest in the “Men Have Skin Too” campaign saga by Wieden + Kennedy

Created by Wieden + Kennedy (Portland), the sequel to the award-winning “Men Have Skin Too” campaign kicked off this summer, featuring Deon Cole (Black-ish, Grown-ish) and Gabrielle Dennis (Black Lady Sketch Show, The Upshaws). The couple’s return introduces new characters, new relationship drama and the new Old Spice Fiji with Coconut Oil Hand & Body Lotion.

Earlier this summer, Patti LaBelle made a hilarious cameo appearance in the first spot, “Mother-in-Law,” and now we are introduced to Nia Long’s character as therapist in both :30 second and :15 second spots titled “Therapy,” which will air over the coming months on national television and the Old Spice YouTube Channel.

Fans can follow the integrated campaign across social media at #MenHaveSkinToo.

Image over the headline.- Caption from the latest “Men Have Skin Too” campaign chapter.© Procter & Gamble/Wieden + Kennedy.

Related Eastwind Marketing links:

“Men Have Skin Too” couple terapist chapter TV spot

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