Old Spice Gets Into the Game With New Line Cinema's 'Semi-Pro' to Launch New Pro Strength Anti-Perspirant/Deodorant

CINCINNATI, Feb. 11 /PRNewswire/ -- Old Spice, the leading anti-perspirant/deodorant stick and body wash brand with guys, today launched a television advertising campaign starring Will Ferrell in character as "Jackie Moon" from the upcoming New Line Cinema feature film "Semi-Pro" (to be released on February 29), to introduce Old Spice Pro Strength Anti-Perspirant/Deodorant. In the campaign, Old Spice and Ferrell join forces to demonstrate how guys can get ahead in the game with Old Spice Pro Strength, the latest addition to the brand's product portfolio. An advanced solid, Old Spice Pro Strength is clinically proven to keep guys looking and smelling good all day long.

Available to consumers starting this month, Old Spice Pro Strength is designed with heavy sweaters in mind and features triple-action technology that:

-- Provides strong, clinically proven odor and wetness protection for guys who tend to produce more sweat -- Contains odor fighting microcapsules -- Contains skin conditioning ingredients to help minimize irritation

"We know guys like to play hard, and developed Old Spice Pro Strength for guys that tend to sweat a little more," said Carl Stealey, Old Spice associate marketing director. "Ferrell brings humor and authenticity to the launch of Pro Strength in a way that we think these guys will appreciate."

In "Semi-Pro," as the owner-coach-player of the fictional Flint Michigan Tropics, Moon (Ferrell) leads his teammates in a passionate bid to make their NBA dreams come true. In the spirit of the film, the Old Spice Pro Strength television ad feature Moon rallying viewers to try Old Spice Pro Strength in a comedic locker-room setting.

The television advertising will run nationally on major networks and cable stations, including ESPN, Comedy Central, Cartoon Network, MTV, BET, TNT and Discovery. Starting February 29, fans can see more of Moon in action when "Semi-Pro" debuts in theatres nationwide. In addition, many of the commercial spots are currently available on OldSpice.com where viewers can vote for their favorite one and unlock exclusive behind-the-scene footage of the commercial shoot.

"Tapping Will Ferrell for the Pro Strength commercials was a natural for Old Spice after the success the brand saw with 'Talladega Nights,'" said Mark Fitzloff, creative director, Wieden + Kennedy, Portland, the creative agency that handles Old Spice. "Plus Will was fantastic at the shoot. He gave us so much material that it was difficult to choose which ones to use."

As part of the agreement, developed by Old Spice's entertainment marketing agency Alliance, Ferrell donated his fee to the Cancer for College charity. The actor has a long-standing relationship with this charity, with its mission to award college scholarships to current and former cancer patients.

Available now, Old Spice Pro Strength comes in two scents -- Pure Sport and Swagger -- and can be found at mass market retailers at an SRP of $7.99 for a 1.7 oz. stick

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