THE WHAT? Procter & Gamble is looking to bolster male confidence with this year’s Old Spice Super Bowl TV spot.

THE DETAILS The campaign focuses on male body odour, and aims to help men feel confident ‘when under the spotlight.’

Created by Wieden + Kennedy, the Broadway-inspired ad features Colombian-born Actor Manuel Pacific, and introduces a new marketing ‘mascot’ Swaggy Spice. 

THE WHY? The body confidence era is no longer solely targeted at women, with male mental health becoming a hot social media movement.