For as cool as all that was, Old Spice is back with Bob Giovanni, the self proclaimed “King of Products.” The patron saint of the new Old Spice Hardest Working Collection wants you to #smellegendary. Give this video a sniff:
I learned more about shaving from pro barber Woody Donahue in two hours than I had in 20-plus years of begrudgingly dragging a razor across my face. Donahue, the official Schick Hydro barber, set up shop at The Carlton Hotel in New York City and gave us the full treatment via hot towel shaves at a showcase event for the new Hydro5 and Edge Shave Gel.
Schick has made a concerted effort to be the most sensitive of razor companies. So sensitive, that in the past I have mused that the Hydro5 has all the sensitivity of a toddler petting a kitten on a pillow with a rainbow in the background, while listening to Richard Marx’s hit power ballad, “Hold Onto the Nights.”
If you’re like me prior to the event, you probably have no idea how great, and how necessary a full shave from a professional is. On top of being surprisingly relaxing (considering a dude has a razor at your jugular), a hot towel treatment at the start gently opens your pores and relaxes your skin.
Rather than smacking shaving cream on haphazardly and scraping a cold metal blade across your face, the billboard of “You Incorporated,” if you will, there are several aspects necessary for a proper shave, like also making sure the blade has been at least warmed slightly by running it under hot water.
After the hot towel cooled on my face after several minutes, Donahue got to work. The number of dudes I would trust to run a razor across my face and neck can be counted on one hand. But Donahue became one of the few, and easily the best.
This week, for the first time ever, Old Spice Guys Terry Crews and Isaiah Mustafa joined forces at the Redbury Hotel in Hollywood to celebrate their popular “Make A Smellmitment” campaign and the upcoming grand finale commercial, which debuts on Tuesday, Nov. 24 at 6 p.m. ET on ESPN “SportsCenter.”
We spoke to Terry and Isaiah about getting over fears of smellmitment, picking up hot babes and their journey to Old Spice pitchmen.
Bullz-Eye: Terry and Isaiah, I feel like I am in an Old Spice sandwich!
Isaiah Mustafa: Is that good or bad?
BE: We’ll see! So far, so good though. Are you guys sitting there with your shirts off right now? Because every time I see you on TV, you are both shirtless.
Isaiah: No, not this time.
Terry Crews: I am completely shirtless underneath my clothes right now!
BE: Guys, I have a confession for you – I’ve always been a little bit afraid of ‘Smellmitment.’ I can barely even say the word. Why should I re-evaluate my stance courtesy of Old Spice at this point in my life? I’ve been burned in the past.
Isaiah: Listen, you don’t want to do the same thing forever – you want to change it up every now and then. Right now, you have three different scents to choose from. It’s actually more than that, but right now we’re pushing these three. You know what you need to do? Go buy each one and switch it up. One week you do Bearglove, one week you do Timber, and the next week try Swagger and see what happens.
Terry: You have to examine the repercussions when you change it up. If good things happen, you made the right move.
Isaiah: You’re only as good as your last mistake, know what I mean? Make a smellmitment, man!
BE: I need some insight on how to score with hot babes. I know Old Spice is a key ingredient in that mixture, but from the vantage point of a couple of studs like you guys, what’s the number one thing I have to do?
Isaiah: Tell the truth.
Terry: I like to take a different approach. A lot of times, those other guys will tell you their scent will get you a bunch of girls and I ain’t gonna lie to you – if you’re not a good man, and you’re not a good person, you’re not gonna get anybody.
What you need to do is work on yourself. To be the best “you” that you can be. There is only one you. And that will attract the right woman to you. It’s not about tricking women into sleeping with me or being with me and all this stuff. It’s about being a good man, respecting women, respecting the people that are around you and treating everyone with respect. That’s the Old Spice way. That’s the difference that we do. And that comes through in the advertising. It’s an amazing company to work with.
BE: What was the journey for each of you guys to end up working for Old Spice?
Isaiah: For me, I just went to an audition. I got an email, went to the audition, and then sat back and hoped I got the job. And when it happened, I was just hoping the commercial would run a full cycle of 22 weeks. And six years later, here I am!
Terry: I remember watching “The Man Your Man Could Smell Like” and I thought it was the best commercial ever made. That’s not even hyperbole, that’s the truth. Then, I was in the middle of something and got a call about doing an Old Spice commercial. And I was like, ‘YES, those are great, I saw that!’ And they said, they were looking for a ‘Terry Crews type.’ Because they were scared to ask me, because it was so weird.
If NASCAR legend Dale Earnhardt Jr. and his JR Motorsports teammate Regan Smith admit to doing it, then there’s no shame in admitting you have, too. So go ahead and unburden yourself – 80% of men have used their girlfriend, wife or spouse’s haircare products.
“We’re all guilty of getting lazy and grabbing whatever the girlfriend or wife is using,” admitted Earnhardt Jr., as he forced a room of roughly 40 men to confront a grim reality about themselves.
“And, you know, that stuff’s not made for men: It’s not made for your hair. Guys out there, stop being lazy. Get the haircare products for our hair and for our needs.”
The numbers are appalling. 70% of men are interested in their own personal style, yet only 20% actually use products made for men.
But Suave Men wants to change that. And they know that education leads to prevention, and ultimately, choices a man can be proud of.
The “Suave Men Heritage and Hair: A Discussion with the Icons of Speed and Style,” took place on the eve of the NASCAR XFINITY race in Brooklyn Park, Michigan.
I know shaving your face is being marketed as an “experience,” a “moment for yourself.” But out of 100 shaves, how many times do you treat it like a spa day the way hot babes and high-rolling Atlantic City sweathogs do? Exactly.
At the time, I loved it. So much in fact, that I babied my supply, even cutting it with water when I ran low, the way you fill up your parent’s vodka from the liquor cabinet in high school.
In that eight months, I tried every conceivable aftershave and post shave incarnation, some high-end, though mostly sleazy and easily accessible. And all that time, I was really longing for Dreadnought.
I tried to deny it, but nothing was as good in the interim, or even now. Finally, tail between my legs, I reached back out to Dreadnought.
I was going to publish the actual email, but it was so #WeakSauce, so sappy, it was embarrassing, and it still is. I’d prefer you continue to think of me as a man, not some blathering, near-woman idiot, gassed up on chardonnay and scorn.