Devon Ferguson brings his trademark sense of humour to Old Spice in this light, character-led bodycare spot.
The result is a stripped-back, playful exchange that highlights the moreishness of the product while subtly positioning it as something for everyone. Ferguson keeps the tone light - the spot feels on-trend and intentional, with the product always front and centre.
Known for his sharp sense of humour, Ferguson has a knack for creating likeable, relatable characters within just a few minutes of commercial runtime.
This latest work is another neat example of his directorial taste: finding the comedy in everyday interactions while keeping the storytelling clean, concise and product-led.
Agency: Wieden+Kennedy Portland
Creative Directors: Joe de Souza
Copywriter / Art Director: John Speer / Joaquin Aubele
Production Company: WracK
Director: Devon Ferguson
DP: Snorre Ruhe
Executive Producer: Anna Neilson
Line Producer: Emma Wellbelove
1st AD: Derek Watson
Production Designer: Guido Konijn
Editor: Hedvig Ahlberg — WracK
VFX: JOINT
Lead Flame: Mark Anderson
2D VFX Artists: Austin Brown
Colourist: Adam Scott
Music: Epidemic Sound
Artist / Writer: Revel Day
Track: Baby It’s You
Sound Design & Mix: JOINT
Sound Designer / Mixer: Suat Ayas