The legendary moment Old Spice broke the fourth wall...

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Join us for a closer look at the real stories behind groundbreaking, Lion-winning work – and what truly goes into making a moment that pushes society, business, and creativity forward.


When Wieden+Kennedy Portland came up with the concept for the 30 second spot The Man Your Man Could Smell Like, they likely had no idea that breaking the fourth wall would create one of the most legendary fictional characters of all time.

Successfully targeting both men and women, Old Spice Man (played by Isaiah Mustafa) has remained the brand’s main character for over a decade, achieving an enviable place in pop culture.

The original advert was filmed in one single, uninterrupted take with minimal CGI – earning Wieden+Kennedy Portland and MJZ Los Angeles the Film Lions Grand Prix in 2010.


That was the Old Spice Man’s moment to move forward. This is yours.

Submissions for Cannes Lions 2020/2021 are now open.

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