BrandProcter & Gamble
Product / ServiceOLD SPICE DEO SPRAY
CategoryD03. Single Market Campaign


Name Company Position
Ajay Vikram Publicis Singapore Chief Creative Officer
Donna Dimayuga Leo Burnett Singapore Creative Director
Paulo Villones Leo Burnett Singapore Creative Group Head
Maninder Bali Publicis Singapore Regional Business Director
Dan Hejl Publicis Singapore Account Manager
Louiza Joseph Publicis Singapore Project Director
Carmela Almonte Prodigious Singapore Agency Producer
Germain Wu Prodigious Singapore Senior Editor
James Trimming Prodigious Singapore Head of Post Production

Write a short summary of what happens in the radio advert

Old Spice hijacked radio frequencies that played nothing but static and promoted them as new radio stations that can make listeners feel cool. The cool thing about static is that it literally sounds cool. Like pouring rain. Cascading water. Strong winds. And this sound can provide relief from the heat the same way ASMR and white noise induce relaxation. With the power of suggestion and a bit of imagination, listeners can escape the heat using mind (or ears) over matter.

Cultural/Context information for the jury

Radio is the second largest medium in the Philippines. In a sea of competitive ads who advertise heavily in the summer, how can a challenger brand like Old Spice stand out? While bigger brands crammed FM radio stations, we owned everything else that no one did: the sound of static. Millions of Filipinos spend long hours commuting in the sweltering heat, and with the radio as their only source of entertainment. We saw this as an opportunity for Old Spice to give listeners the feeling of freshness during the hottest time of the year.

Script. Provide the full radio advert script in English.

SFX: The sound of static

Please tell us how you designed/adapted your campaign for the single country / region / market where it aired.

Radio is such an important and ubiquitous medium in the Philippines that majority of the public know the FM station jingles, taglines, and sign-offs by heart. And because radio is the most relevant for millions of Filipinos battling the summer heat during their daily commute, we wanted Old Spice to be present in this moment. Not with just your typical radio ad, but with something more useful and clever. We took note of the most popular FM stations and designed the Summer Static Stations around these radio frequencies, turning these static stations into cooling stations. Then we carefully casted the very first Old Spice endorser for the Philippine market, choosing well-loved local basketball champion Ali Peek. Peek does not only embody the brand’s confidence and dry wit, but also shares the same magnetic personality as the other famous Old Spice brand endorsers.


Video URL