Procter & Gamble and its ad agency for Old Spice, Wieden + Kennedy, have a new media strategy they’re using for an Old Spice Super Bowl spot.
Like similar ads for Old Milwaukee and Dundler Mifflin (yes, it’s a real paper company spun off the TV show), this one is only airing on YouTube and in one specific region, before most likely before going national.
The Juneau, Alaska-only spot shows a man who enters a dinner party with two wolves perched on his shoulders. He leaves the party — along with the wolves — in show-stopper fashion by driving away with a hot woman in a sleek car, through the windows.
Why is this only airing in Alaska? Because it’s the wolf capital of the world, of course.
Check out the ad here:
The rest of the country will see a male-narrated spot with a man who plays poker with hawks circling his head.
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