Old Spice has premiered a new TV advert to announce the release of its Red Collection (from US$4.99).
The P&G-owned brand premiered its ad Red Sweater during the 60th annual Grammy Awards telecast.
Produced by Wieden + Kennedy the ad is the first from Old Spice to be in French and uses dramatic humour in order to portray a parody of find fragrance ads.
Janine Miletic Old Spice’s Brand Director said: “With our new Red Collection and supporting campaign, Old Spice is shattering the belief that premium scents only come in fancy bottles with fancy price tags from fancy fragrance houses in France.
“After all we have some of the world’s most renowned perfumers on our team and we’re excited to democratise the premium scent experience by introducing scents inspired by fine fragrances brands to the Grammys and to guys everywhere in the male grooming aisle.”
The new collection features antiperspirants, deodorants, body washes, body sprays and shampoos, and is available in three scents: Captain, Ambassador and Nomad.
The products also contain the brand’s new fade-resistant scent technology which helps the fragrance to last longer.