Old Spice is shaking up the UK deodorant market with a bold new campaign that helps young men stand out and ‘smell their age'. It’s breaking into the Grime scene – collaborating with … read moreiconic artist, Chip, to give British men the independence they deserve – and a scent to match. Entitled Big Man Ting, the track captures the essence of growing up and switching to your own scent. By embracing music, Old Spice aims to build a brand that young men love, trust, and associate with standing out from the crowd. Created in partnership with independent creative agency, Recipe, this campaign marks a major moment for the brand – positioning Old Spice as the British ‘coming-of-age’ deodorant and executed in the Old Spice ‘smartly ridiculous’ way. In a world where young men often smell the same – and that sameness is overwhelming – Old Spice delivers a diss track to generic deodorants and their wearers. Grime artist Chip brings his hard-hitting lyrical genius and unmatched ability to tell it like it is to the campaign. With Old Spice, he delivers the ultimate message to boys who still smell like they’re stuck in school: It’s time to level up and step out – “Likkle man ting, What they wear I don’t put on man’s skin, What’s that whiff? smelt you approaching, Turn over there big man ting…” With Grime originating in London, the campaign is rooted in the music, style, and energy that shape British youth culture. By collaborating with Chip and harnessing the genre’s gritty authenticity, Old Spice ensures its message resonates deeply with the target audience. The campaign marks a first in all senses: new agency partner, Recipe, new music scene, new brand ambassador. Yet Old Spice remains its authentic self – a sea of red, executed in a smartly ridiculous way, whilst on a boat. ‘Big Man Ting’ is part of Old Spice’s global mission to help men navigate the seas of manhood, with perfume quality scents and long-lasting freshness that gives you the confidence to be yourself. It isn’t just about selling deodorant – it’s about helping a generation find their own path, style, and scent. The campaign includes a two-minute song with music video, 20 and 6-second cut-downs for TikTok and YouTube, as well as OOH across major UK cities..
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