This summer Old Spice UK is embracing British humour to show young men that smelling good can give you an unexpected edge in life.

The ‘Smell goes a long way’ campaign, created by RCP, shows that manhood is a mindset rather than a milestone. In two new UK short films Old Spice embraces British humour to position the brand at the heart of some familiar summer scenarios.

The short films, directed by Fatal Farm’s Jeffrey Max and produced by Agile, show the power of scent to change the game. 

The first film is set in a festival scenario and is titled ‘Smell Like You Found the Right Tent’. A young man aims to navigate a festival camp site and while he might not be able to find his tent, after applying Old Spice Rockstar he manages to find a new festival crew. The spot underlines that keeping fresh is the ultimate way to navigate a festival.

The second campaign film centers around football and plays into the excitement surrounding the FIFA World Cup. The film is titled ‘Smell Like It Went In’ and follows a football player on his way up to taking a crucial penalty. Despite missing the penalty he smells so good thanks to Old Spice Sport Power that the referee thinks he must have scored.

The humorous spots show that even when things aren’t going as planned, smelling good is a secret weapon to success. 

“We loved the idea that something as simple as smelling fresh can quietly tip the odds in your favour. Young men don’t need to have everything figured out, but they can smell like they do,” explained Mike Plumridge, Creative Director at RCP.

The film debuts during the World Cup in July, and will be supported by further football and festival-themed content throughout summer.

Tapping into British humour by championing the underdog, the campaign reaches young men with humour and relatability.