Old Spice Targets Hispanic Millennials with Ad Featuring Mexican Actor

Old Spice launched today it’s “Smell ‘Em Who’s Boss” marketing campaign, developed by Wieden+Kennedy (Portland), which humorously illustrates through the “transformational” powers of Old Spice Swagger and Desperado scents, as well as Old Spice Hair (Shampoo) – putting guys in the driver’s seat of pure unadulterated confidence. As the scent of confidence, anything is possible with Old Spice.

Two of the four spots featured on the campaign seek to target Hispanic millennials and introduces the first Mexican actor to be featured in an Old Spice spot, adding to the brand’s famous cast of characters who have appeared in its advertising throughout the years and have become viral sensations. Alberto Cardenas will be gracing the airwaves this summer, representing favorite Old Spice new scent Desperado in the spots titled “Standoff” and “Perfect Ending.”