Old Spice came to Comedy Central looking to align with a multiplatform opportunity that would engage our active fan base to promote Old Spice Sweat Defense deodorant. With an inherently quirky and off center-sensibility, Old Spice was a dream partner to align with Comedy Central's new short form series, Craft Services.
Craft Services features comedian and artist Barak Hardley hitting the road in his bread-truck-turned-craftivity-studio on a quest to make the world a better place through art and crafts.
Beyond being a multitalented artist, painter, and sculptor, Barak dabbles in furniture and gadget design. Inspired by the popularity of instructional DIY crafting videos gaining momentum across the landscape of the internet, Craft Services aims to capture the step by step how-to art project, but with the slightly off, slightly bizarre skew comedy central fans come to expect. The Old Spice brand's affinity for the same style of quirky irreverence was the perfect avenue to play up how tough Old Spice deodorant is on sweat and give fans something fun to make, with utility as an added bonus. The series was an obvious match as Old Spice really gravitated to the idea of engaging fans in a completely unique project inspired by their brand.
When Barak's truck "breaks down" in the middle of the desert Barak devises a craft to defend himself from attacking sweat monsters—and there's only one thing strong enough to arm his defense for the battle.
In multiplatform videos that lived on-air, on Comedy Central's Youtube channel and supported across CC social handles, Barak led viewers on an instructional craft that aimed to make bathroom vanities everywhere a little more exciting, while also visually embodying the all-out assault Old Spice makes on stinky pits.
Inspired by robot-mechs and anime, Barak employed the trend "kit bashing," and used pieces from several different model kits to make a cool, tough-looking war-bot holder for his stick of Old Spice Sweat Defense. The resulting bold statement against evil…and sweat…was a welcome addition to any cool guy's bathroom.
