The new Hardest Working Collection, from Old Spice, offering the most powerful Old Spice anti-perspirants and body washes in the world, makes smelling legendary iconic with a campaign # Smellegendary. Old Spice line up includes Odor Blocker Anti-Perspirant and deodorant and Sweat Defense Anti-Perspirant and Dirt Destroyer body wash. The products are backed by 1-800-PROVE-IT money-back guarantee, that allows for a full refund.

“Old Spice has a proven track record of delivering unrivaled protection,” said Janine Miletic, Old Spice Brand Director at Procter & Gamble. “Guys have come to know and love Old Spice for the premium scents we offer and our current lineup delivers performance on parity with competition. With the launch of the new Hardest Working Collection, we’ve taken that performance up a notch. Truly delivering Legendary Protection for Legendary Men.”

The online video advertising pivots around the concept of a legendary man with a foreign accent. The spots are created by the advertising agency Wieden+Kennedy (Portland).

A series of humorous digital infomercials hosted by The King of Products Bob Giovanni – “Odor Blocker and Sweat Defense” and “Dirt Destroyer” – reinforce this performance satisfaction pledge, and communicate the product innovation claims of the new Hardest Working Collection.

Old Spice has partnered with Tough Mudder to co-brand and partner for distribution of Old Spice products at Mud Mile 2.0.