# Paradise Deodorant Ads Become One of the Freshest Places on Earth with the Old Spice Campaign By Meghan Young | Published 2011-06-24 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/old-spice References: [ibelieveinadv](http://www.ibelieveinadv.com/2011/06/old-spice-matterhorn-fiji-komodo/) & [wk](http://www.wk.com/) Isiah Mustafa's [Old Spice](https://www.trendhunter.com/trends/swaggy-spice) campaign is back and this time it is in a playful print ad form. Although Mustafa's charming and suave nature stole people's hearts in the commercials, these Old Spice print ads surely will continue his ultimate man legacy in a more surreal and magical manner. Conceived and executed by Portland-based ad agency [Wieden + Kennedy](https://www.trendhunter.com/trends/trigger-the-taste), the Old Spice print ad campaign illustrates the paradises that each new deodorant was made to smell like: Matterhorn, Fiji and Komodo. With the tagline, 'Become one of the freshest places on earth,' Mustafa seems to have taken that sentiment a bit to the extreme. The Old Spice print ad campaign was art directed and copywritten by Craig Allen and Eric Kallman, and photographed by Hugh Kretschmer. Unfortunately, there is no word on who did the illustrations. ## Trend Insights (Trend Hunter) - Score: 2.0/10 - Popularity: 29% | Activity: 24% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### Key Themes Behind This Trend - **Playful Advertising:** Creating surreal and magical print ads to capture consumers' attention. - **Scent-marketing:** Using scents to market and differentiate products. - **Brand Image Reinforcement:** Leveraging advertising to reinforce the brand image and legacy. ### Where This Applies - **Fragrance Industry:** Innovating to create unique and exotic scents that stand out from competitors. - **Advertising Industry:** Experimenting with creative ways to capture and retain consumers' attention through multimedia campaigns. - **Fashion Industry:** Exploring the use of different media platforms for promoting clothes/accessories through effective marketing campaigns. ## Related on Trend Hunter - [Humorous Natural Deodorant Campaigns](https://www.trendhunter.com/trends/every-man-jack-still-smell-good.md) - [Humorous Mens Fragrance Campaigns](https://www.trendhunter.com/trends/axe-campaign.md) - [Deodorant Stick Personable Mascots](https://www.trendhunter.com/trends/swaggy-spice.md) - [Cologne-Infused Scents](https://www.trendhunter.com/trends/spice-alchemist.md) - [Odor-Fighting Body Deodorant Ranges](https://www.trendhunter.com/trends/old-spice-total-body-deodorant.md) - [Streaming Series Deodorants](https://www.trendhunter.com/trends/the-witcher.md) - [Meat Sweat Campaigns](https://www.trendhunter.com/trends/meat-sweat-defense-kit-1.md) - [No-Nonsense Grooming Campaigns](https://www.trendhunter.com/trends/rock-face-makes-scents-campaign.md) - [Sniffable Deodorant Billboards](https://www.trendhunter.com/trends/deodorant-billboard.md)