Old Spice bows "Wild" characters for new scent line

Old Spice has created another series of mysterious men as part of an ad campaign for its new Wild Collection. A spot from Wieden+Kennedy's Portland, Ore., office, features a wolflike character in a tuxedo and the tagline "Introducing Wolfthorn. Answer the smell of the wild." Similar characters have been created for the two other scents in the collection, Hawkridge and Foxcrest, and the campaign is aimed at men "who want to be viewed as manly, seductive and maybe a little intimidating," says Jason Partin, Old Spice's brand manager for North America.

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