Brand ads

Old Spice Ads: 16 real examples running now

Old Spice's current ads look a lot like 2010. The shirtless, towel-clad spokesman from "The Man Your Man Could Smell Like" is back, saying "Hello." from a bubble bath, a raft at sea and a candlelit spa, and one crate behind him is stencilled "Smell like a man, man." Around him the brand runs an NFL collection with real players, Halloween and Super Mario tie-ins, and a large batch of creator videos.

The voice carried over almost unchanged: absurd, fast and very sure of itself. What's different is the volume. One famous character now sits next to dozens of #OldSpicePartner creators, each doing their own version of the same deadpan humour.

live ads, each annotated

October 2026

oldest still running

Go deeper on Old SpiceTeardown: Old Spice "The Man Your Man Could Smell Like" →

Old Spice ads running now

Every ad below is live in the public Meta Ad Library and belongs to the brand that runs it. We show a still frame, the copy, and our read on why it works. Dates are when each ad started running.

Running since October 2026

Video ad (still frame) · Facebook + Instagram

24/7 Lasting Freshness

From the beaches of Fiji to the Deep Sea. Old Spice: Different scents for different gents.

CTA: Shop now

Hook: A shirtless man in a towel stands on a bamboo raft in turquoise water and says "Hello."

Why it works

It's the original Old Spice formula in one frame: direct eye contact, an impossible location and a single confident word. The crate behind him reading "Smell like a man, man" is a wink for long-time fans. "Different scents for different gents" turns a scent range into a rhyme.

See it in the Meta Ad Library ↗

Running since October 2026

Video ad (still frame) · Facebook + Instagram

24/7 Lasting Freshness

Victory has a scent...and it's Old Spice Swagger Bodywash.

CTA: Shop now

Hook: The same spokesman in a bubble bath, headset on, holding up a bottle of Swagger body wash.

Why it works

A wall of red bottles behind him turns the product into the set. The headset is an odd detail that makes you look twice, and "Victory has a scent" sets up the game-day angle. A bubble bath plus "Hello." is instantly Old Spice, even with the sound off.

See it in the Meta Ad Library ↗

Running since October 2026

Video ad (still frame) · Facebook + Instagram

Greatest Smell in the NFL

I am Old Spice.

CTA: Shop now

Hook: Two NFL players in full uniform sit on fake horses in front of a painted beach, captioned "I am horse."

Why it works

It's a direct callback to the "I'm on a horse" line from the original campaign, now with props that look deliberately cheap. The body, "I am Old Spice.", keeps the same broken grammar. Fans of the old ad get the joke, and new viewers still get a strange, funny image.

See it in the Meta Ad Library ↗

Running since October 2026

Video ad (still frame) · Facebook + Instagram

Greatest Smell in the NFL

Old Spice NFL collection now available. Talking bottle not included.

CTA: Shop now

Hook: The spokesman holds up a bottle next to Saquon Barkley in his Eagles jersey, with the caption "Action, Saquon."

Why it works

Pairing the brand's character with a current star connects the old campaign to the new NFL range. "Talking bottle not included" is a throwaway joke for people who read the copy. Locker-room tiles keep it rooted in sport.

See it in the Meta Ad Library ↗

Running since October 2026

Video ad (still frame) · Facebook + Instagram

24/7 Lasting Freshness

Celebrate your team's victory with the confidence of Old Spice's lasting protection. Game day, every day.

CTA: Shop now

Hook: Two copies of the spokesman, shirtless in a living room with football helmets on the TV, one arm raised in celebration.

Why it works

Doubling the character is a cheap visual trick that still stops the scroll. It ties lasting freshness to game day, when the audience is already sweating and celebrating. Popcorn and snacks in the frame set the scene without any copy.

See it in the Meta Ad Library ↗

Running since October 2026

Video ad (still frame) · Facebook + Instagram

24/7 Lasting Freshness

A tropical vacation for your nose AND a spa day for your pits? Shop Old Spice Fiji now.

CTA: Shop now

Hook: The spokesman in a towel at a candlelit spa, captioned "Your skin wants spa-level pampering."

Why it works

"A tropical vacation for your nose AND a spa day for your pits" is exactly the kind of overblown promise the brand does best. Rose petals and candles are played completely straight, which is what makes the joke land. It sells the Fiji scent as an escape, not just odour protection.

See it in the Meta Ad Library ↗

Running since October 2026

Video ad (still frame) · Facebook + Instagram

Greatest Smell in the NFL

The best of the best just became the fresh of the fresh.

CTA: Shop now

Hook: The spokesman in a red varsity jacket at a coach's desk, with the caption "Being known by your initials? That's all-star."

Why it works

The jacket and office turn him into a coach, which fits the NFL collection. The caption flatters the viewer instead of making a product claim, a different angle from the rest of the range. "The fresh of the fresh" twists a sports phrase into a scent line.

See it in the Meta Ad Library ↗

Running since October 2026

Video ad (still frame) · Facebook + Instagram

Greatest Smell in the NFL

Smell like victory with the Old Spice x NFL scent of Cedarwood + Clutch from the Matthew Stafford collection.

CTA: Shop now

Hook: Matthew Stafford in an Old Spice hoodie asking "Bad hair day got you feeling sidelined?"

Why it works

Sports language for a grooming problem keeps it on theme for football fans. A real quarterback promoting his own named scent, Cedarwood + Clutch, gives fans a reason to pick his bottle. The branded set behind him makes clear this is something you can buy now.

See it in the Meta Ad Library ↗

Running since October 2026

Video ad (still frame) · Facebook + Instagram

POV: The starter was busy so they called in the backup 😤 Weekend-proof flow and fresh 24/7 with the new @oldspicehair NFL Collection. Pick it up at Walmart! #OldSpicePartner #NFL #GeorgeKittle #49ers

CTA: Shop now

Hook: A creator in a fake blond wig and red jersey on a green screen, captioned "I'M GEORGE KITTLE'S BACKUP FOR A COMMERCIAL".

Why it works

The joke is that the real star didn't show up, so the creator does a deliberately bad stand-in. It's self-aware in the same way the brand's own ads are, but it feels native to a creator feed. The copy ends on the retail step: pick it up at Walmart.

See it in the Meta Ad Library ↗

Old Spice ad: Old Spice Men’s Deodorant Aluminum Free, Cosmic Quest, Scent of Star Showers, Old Spice x…

Running since October 2026

Video ad (still frame) · Facebook + Instagram

Old Spice Men’s Deodorant Aluminum Free, Cosmic Quest, Scent of Star Showers, Old Spice x The Super Mario…

Ever wonder how the galaxy smells? Thanks to Old Spice and The Super Mario Galaxy Movie, now you can.

CTA: Shop now

Hook: A bearded astronaut with his eyes closed, holding a deodorant stick with Mario on the label.

Why it works

"Ever wonder how the galaxy smells?" is a ridiculous question only a film tie-in could ask. Co-branded packaging makes it a collectible for Mario fans. Space gives the brand a new set to play in without changing the voice.

See it in the Meta Ad Library ↗

Running since October 2026

Video ad (still frame) · Facebook + Instagram

Fellas, stop serving bland hair. I'm partnering with @oldspice to add a little seasoning with the classic Old Spice Regimen. #OldSpicePartner #ad #FoodFit #MensHair

CTA: Shop now

Hook: A creator in a chef's hat and red apron with "THE PERFECT HAIR RECIPE FEAT. OLD SPICE".

Why it works

A food creator turns a hair routine into a recipe, a fresh way to explain a multi-step regimen. "Fellas, stop serving bland hair" is a line the brand could have written itself. It brings Old Spice to an audience that follows cooking, not grooming.

See it in the Meta Ad Library ↗

Running since October 2026

Video ad (still frame) · Facebook + Instagram

#ad @oldspice All hail Frankenstud, the ruler of Halloween and outrageously good seasonal scent. Whether you're bringing old projects back to life, haunting the workshop, or getting into the Halloween spirit, this…

CTA: Shop now

Hook: A woodworker in his garage workshop holds up a freshly cut plywood figure, with #ad in the first frame.

Why it works

The copy hails "Frankenstud, the ruler of Halloween" and ties it to bringing old projects back to life, which suits a workshop creator. A limited seasonal scent gives creators a story to tell beyond "this smells good". Disclosure up front keeps it honest.

See it in the Meta Ad Library ↗

Running since October 2026

Video ad (still frame) · Facebook + Instagram

#OldSpicePartner It takes more than having a nice car 😉. @oldspice Gave him the boost he needed!

CTA: Shop now

Hook: A red sports car on a suburban street with "What car guys never wanna forget on their first date" and "Is that your car?"

Why it works

The setup makes you expect a car tip, and the answer turns out to be deodorant. It's a classic creator bait-and-switch, and the copy, "It takes more than having a nice car", makes the product the punchline. Car content reaches men who would never search for grooming products.

See it in the Meta Ad Library ↗

Running since October 2026

Video ad (still frame) · Facebook + Instagram

Old Spice presents The Back to School Swagger Makeover @oldspicehair #ad #oldspicepartner

CTA: Shop now

Hook: A grown man in a varsity jacket shouting at the camera, captioned "POV: Getting hit with 'Have a great summer' by your crush".

Why it works

The POV caption is relatable before you realise it's an ad. Framing it as a "Back to School Swagger Makeover" gives a reason for a before and after with the hair products. The over-the-top acting matches the brand's sense of humour.

See it in the Meta Ad Library ↗

Running since October 2026

Video ad (still frame) · Facebook + Instagram

It was love at first scent with @oldspice Fiji #ad #deodorant

CTA: Shop now

Hook: A groom in a loud Hawaiian shirt and a bride in white, posing together at a wedding party.

Why it works

"It was love at first scent" ties the Fiji scent to a romantic moment, and the clashing shirt makes the frame funny. Wedding content gets watched by people who would never stop for a deodorant ad.

See it in the Meta Ad Library ↗

Running since October 2026

Video ad (still frame) · Facebook + Instagram

Get the new Old Spice NFL Collection at Walmart today and experience the Greatest Smell in the NFL. @oldspicehair #OldSpicePartner

CTA: Shop now

Hook: A row of red NFL-branded 2-in-1 bottles on a football field at sunset, under "THE GREATEST SMELL IN THE NFL".

Why it works

This is the range shot: every player's bottle lined up so fans can spot their team. The NFL shield marks it as licensed product. It works as the catalogue piece the funnier ads point back to.

See it in the Meta Ad Library ↗

Patterns across these Old Spice ads

The spokesman format. A confident man looks straight down the lens, says "Hello." and stands in an absurd set. It's the 2010 template, still used shot for shot.
Callbacks the fans recognise. "I am horse." on two players riding fake horses and "Smell like a man, man" on a crate reward anyone who remembers the original ads.
Sports licensing. The NFL collection names real players (Saquon Barkley, Matthew Stafford, George Kittle) in the ads, with "Greatest Smell in the NFL" as the shared headline.
Seasonal and film tie-ins. Pumpking and Frankenstud for Halloween and a Super Mario Galaxy scent give the brand a reason to post new creative every few weeks.
Creators doing the joke in their own voice. Chefs, woodworkers, car guys and football fans each make a POV skit with the product, tagged #OldSpicePartner.

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FAQ

What kind of ads does old Spice run on Instagram?

Short vertical videos, almost all of them comedy. There are polished studio spots with the brand's spokesman and NFL players, plus many creator videos where someone acts out a POV skit and holds up a bottle. Nearly every ad ends on "Shop now", often pointing to Walmart.

Does old Spice still use "the man your man could Smell like" style?

Yes, very directly. The towel, the "Hello." opener, the impossible sets and a nod to the "I'm on a horse" line all show up in current ads. The format has been stretched to new products like body wash, 2-in-1 shampoo and NFL-branded scents.

How can a small brand copy old Spice's ads?

Pick one recurring character or opening line and keep using it until people expect it. Old Spice gets years of mileage out of a single "Hello." Then give creators a simple brief (one product, one joke, POV format) and let them write their own versions. That costs far less than a studio shoot and still sounds like you.

Why does old Spice use so many creators?

Creators reach people who skip brand ads, and each one brings a niche: cooking, woodworking, cars, sports. The videos stay on brand because they all borrow the same playful swagger, even when the setting has nothing to do with deodorant.

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Ads are from the public Meta Ad Library and belong to their respective brands. They are shown here for study and commentary. We do not know any advertiser’s spend or results, so we never quote them.