Written on: July 31, 2024 by SprayTM
Old Spice is joining forces with Marvel Studios’ Deadpool & Wolverine, now in theaters. In a new spot starring Deadpool and his roommate Blind Al, Old Spice Total Body Deodorant steps in to offer Deadpool 24/7 freshness from pits to toes.
Let’s set the scene: Deadpool returns home from a long day of battling bad guys. Is that the sweet smell of victory? Nope, it’s Deadpool’s funk. And who better to keep him in check than his roommate, Blind Al, who has been dealing with his stank since the day he moved in. She’s got a nose for nonsense and 24/7 freshness. While she can’t see him, boy can she smell him. Luckily for Deadpool, Blind Al has him covered with Old Spice Total Body Deodorant, keeping our favorite anti-hero fresher than a chimichanga straight outta the fryer.
“We developed our Total Body Deodorant so that every guy, hero and antihero, can stay fresh all over all day,” said Kate DiCarlo, Old Spice’s Senior Communications Director.
“In this campaign, we show everyday moments where you need to be your freshest, while also tapping into content we know our fans love. We are thrilled to bring freshness to one of Marvel’s most anticipated moments of the year.”
“Saving the world? Battling bad guys? Have a smelly roommate? Old Spice seems like a no brainer to help keep things fresh!” said Holly Frank, Walt Disney Studios VP, Partnership Management & Operations, Marvel.
“We’re thrilled to be collaborating with Old Spice again to lean into fan-first creative with fan-favorite characters—in this case—Blind Al. This allowed us to deliver even more of the irreverent humor our fans love while staying true to our shared comedic voice and garnering excitement for the movie ahead of its release.”
The spot, directed by Cameron Harris and produced by the Marvel Studios Partnerships team in collaboration with Gravy Films and Maximum Effort, features Deadpool and Leslie Uggams, known for her role as Blind Al in the Deadpool franchise. It can be viewed on YouTube, Instagram and TikTok.
“We’ve all had roommates that were stinkers but hopefully we’ve also had those that are an absolute joy,” said Uggams. “Fortunately, Blind Al, has one of those roommates that, despite his, shall we say, shortcomings, smells of Old Spice Total Body Vanilla and Shea Deodorant making him all the more bearable.”
