is calling itself the "Official Deodorant and Body Wash of the NFL."
The brand debuted its "Unnecessary Freshness"
campaign, which humorously chronicles the stories of Denver Broncos wide receiver Wes Welker and New England Patriots linebacker Jerod Mayo being swept away by the unnecessary freshness of the Old Spice Fresh Collection.
Welker and Mayo, who this year will be inducted into the prestigious and manly-scented Old Spice Guy fraternity, will appear in a series of television, print and digital ads that kick off this week to coincide with the start of the 2013 NFL season.
Developed with advertising agency Wieden+Kennedy
(Portland), the campaign features a total of four 15-second television spots – "Snow Globe," "Absent," "Coach" and "Lizards"
– following the same over-the-top, classic jingle format introduced earlier this year with the launch of the brand's new manly-scented bar soap.
The spots will roll out on television over the course of the NFL season, and are available on the brand's social media channels.
The humorous Old Spice "Unnecessary Freshness" print campaign uses a comic book format to tell the stories of real events that happened to Welker and Mayo who used Fresh Collection - and became 'way too fresh.'