Old Spice Finds its ‘High Endurance’ Guy
Old Spice spent the summer searching for the perfect “high endurance” guy to represent its High Endurance Body Wash. After hundreds of auditions by baseball fans via a partnership with Fox Sports Net, they finally found their man.
He’s 23-year-old Lamar Stewart, a senior from Georgia Tech University, who was crowned America’s Cleanest Comic in the Old Spice High Endurance Body Wash America’s Cleanest Comic Competition.
Like the many others from 17 college campuses across the country who auditioned, Stewart jumped into a portable shower and offered up his funniest “clean” joke while lathering up with the body wash. His joke, given during a Georgia Tech college football tailgate party, asked, “What kind of an animal don’t you play cards with?” The answer: “A cheetah.” (The humor was in the delivery, Old Spice said.)
Female emcees traveled from campus to campus hosting the competition. The participants starred in their own Old Spice Body Wash commercials, which aired during college football games in their regions and can be viewed at OldSpice.com. Comcast’s video-on-demand service will air outtakes from the events.
Stewart, along with the winner of a national sweepstakes, received a comedy-filled trip to Las Vegas.
“This was a great opportunity for Old Spice to reach its consumers in a fun, irreverent way,” said David Palmer, brand manger for Old Spice Personal Cleansing, in a statement. “This promotion strongly ties to our brand equity of ‘Real Performance for Real Guys.’ Where else can the average guy get a chance to star in his own commercial?”
The promotion supported the launch of Old Spice High Endurance Body Wash, introduced in February. Old Spice is a product of Cincinnati-based Procter & Gamble.
