Broncos' Von Miller Stars In New Old Spice Ads; Will Appear On Limited-Edition Packaging

Broncos LB Von Miller stars in a new Old Spice ad under the "absurd premise" of using the brand's "'Invisible Spray' to fight his body odor, instead of running a power sander over his armpits," according to Gabriel Beltrone of ADWEEK. The ad, part of a new campaign from Wieden+Kennedy, is "set on the sidelines of a football field" and features some "perplexed coaches, and an equally silly twist ending." A second new ad for the Procter & Gamble brand "plays on Miller’s many talents, which famously include chicken farming, and apparently, professional-grade surrealist film production." A trip through a glowing desert landscape "sees him hatch out of some kind of alien egg, crusted in dust." Beltrone wrote both spots are "solid additions to the brand’s 'Stay Unforsweatable' campaign, which Miller launched as the brand’s new spokesman last year." Compared to some of the brand’s "historically high-energy work, the new ads are relatively subtle." The randomness of the spots "keeps them feeling amusingly clever, and entertaining enough." Old Spice execs are "so enthused about Miller that they are putting Miller’s face on limited-edition versions of the 'Pure Sport Plus' scent from their NFL Hardest Working collection." Beltrone noted this is the "first time the brand has altered its packaging as part of its partnership" with the NFL (ADWEEK.com, 9/5).