Old Spice Declares 2022 Year of Curls In Latest Creative

Feb. 03, 2022

As the #1 men's hair brand, Old Spice is launching the "Curls are Cool" campaign with a curl-inspiring creative to launch the all-new Wavy Curly Lineup featuring a Shampoo, Hair Moisturizer, and Leave-In Conditioner.

The Wavy Curly launch will kick off with a new ad creative taking viewers deep inside the wacky world of curls. The spot was produced by PRETTYBIRD UK in partnership with Wieden+Kennedy and directed by award-winning director Yousef. The spot will appear on Hulu, YouTube, Reddit, Twitter, and Instagram.

• Curls are Cool - A classic bodega quickly turns into a wavy curly alternate universe! A wavy curly dance party of epic proportions ensues as patrons show off their unique curls. The spot ends with a straight-haired person entering the shop, temporarily interrupting the party, only to immediately walk out and the wavy curly party continues.

The new lineup is one of the first product lines from any major men’s hair brand specifically designed to preserve men’s wavy and curly hair. Nearly 40% of men have wavy or curly hair but lack products specifically dedicated for them, so Old Spice created a new lineup to provide the grooming care wavy and curly hair needs without having to dip into women's hair products.