LOOK Old Spice's latest integrated campaign

OId Spice, a male grooming brand under Procter & Gamble, has just introduced a new hair care line for men with a flirtatious commercial and print ad that focus not on the product or the hair, but the end result it produces.The slogan “For Hair That Gets Results” brings together an integrated marketing campaign across print, TV commercials and online. “Old Spice is known for offering the manliest smelling products on the planet. Guys’ hair can now smell just as amazing and win just as many international arm wrestling matches as the rest of their body,” said Janet Allgaier, vice president of global personal care at P&G.Two commercials have been released under the campaign, Meeting and Broadwalk.In a boardroom setting, a seductive gaze of a woman beckons the male lead with incredibly sleek hair to come hither. The guy doesn’t move – the hair, however, inches off the guy’s head in a supposed courting gesture. She writes down her digits.http://youtu.be/csai_UBruRQAt a carnival setting, the suave boyfriend stands in front of a toy vending machine while his dapper hair crawls down his arm and fidget with the joystick to fish an infant.http://youtu.be/g8ySyevrYm8On Monday, the brand launched its interactive website as the third part of its integrated marketing campaign. The site is greeted by Tom Parker who shares his three insights on why he uses Old Spice—all while being stroked temptingly by a woman.ThatsThePowerOfHair.com is a play off the famous Huey Lewis and The News’ song “The Power of Love.” Twenty-nine of Lewis’s songs are available on the website, played by the hair that was on Tom Parker’s head.Old Spice has declined to reveal its advertising expenditures for the new range of products. The brand’s hair care line is launched with five styling creams and pastes, along with seven shampoos (five of them as a 2-in-1).Wieden+Kennedy in Portland, Oregon are responsible for the campaign.