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Volume 26 No. 45
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Old Spice Takes Sweat Defense To New Level With Mock Attack Ads

Redskins LB Montez Sweat is making his first appearance in a national ad campaign for Old Spice, where the appropriately named rookie is engaged in an ongoing battle with the P&G brand. Old Spice in the campaign runs a series of mock attack ads against Sweat promoting its role as the "official sweat defense of the NFL." The company is so committed, it pledges that it has taken a stance against all forms of "sweat" in the league -- even the No. 26 pick in April's NFL Draft. Old Spice Associate Brand Dir Matt Krehbiel said the company took an unexpected approach with the multifaceted campaign, saying, "We truly believe in building ideas around deep insights and aren't afraid of taking risks to deliver on the smartly ridiculous humor fans expect from Old Spice."

TOO SWEATY FOR THE NFL? The campaign involves several aspects, including three TV spots detailing the beef between Old Spice and Sweat, each of which debuted earlier this month. Fox' Charissa Thompson appears in the first ad to announce Sweat's arrival in the league, only to be followed by a satirical PSA in which Sweat is called out for being "too sweaty for the NFL." Another spot features Broncos LB Von Miller, the longtime NFL face for Old Spice, who comes to the defense of Sweat. The final spot sees Sweat pleading with fans that his only tie to perspiration is his surname. The campaign also includes a billboard strategically placed near FedExField for Redskins fans to see as they head to games, as well as a full-page spread in the Oct. 14 edition of the Washington Post. Miller and fellow Old Spice endorser, Chiefs TE Travis Kelce, along with a variety of actors, entertainers and comedians, will chime in on social media throughout the season. Old Spice declined to comment on future plans for the campaign; terms of the partnership were not disclosed.

PERFECT FIT FOR THE BRAND: Krehbiel said that Old Spice first was turned on to Sweat late in his college career at Mississippi State, when it began to consider how it might be able to utilize him and his applicable name once he turned pro. Krehbiel called the partnership a "match made in Old Spice heaven" -- not just because of Sweat's name, but also because he has a "great sense of humor." Krehbiel: "As a longtime fan of Old Spice, he knew that the brand would execute the creative in a way that NFL fans would love." Sweat has taken an active role in the campaign's development, with Krehbiel noting the rookie has contributed several ideas to increase its authenticity. "We always want to make sure that players' personalities shine and that they come across as genuinely as possible," Krehbiel said, "On set, Montez brought his own voice into the creative and had fun with the delivery." In addition to Old Spice, Sweat has a deal with Adidas. Rubicon Talent is Sweat's exclusive marketing agency.