Remake of No. 1 Hit Song “Nobody” Leads to Potential Breakthrough with Old Spice
CINCINNATI--(BUSINESS WIRE)--Oct. 24, 2019--
Old Spice, the men’s grooming authority and “Official Sweat Defense of the NFL,” is now feeling the heat from R&B legend Keith Sweat over its beef with NFL rookie Montez Sweat, marking the latest celebrity response to the growing irrational controversy surrounding Sweat in the NFL. Based on his chart-topping 1996 hit “Nobody,” which ranked No. 1 on Billboard’s Hot R&B/Hip Hop songs, the multi-platinum recording artist released his heartfelt musical defense of Montez Sweat alongside a statement that reads, “Really? Has everybody gone insane?” The track can be viewed at the official Keith Sweat YouTube channel.
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October 24, 2019 -- R&B icon Keith Sweat drops diss track and music video in response to the recent Old Spice advertising campaign and the brand’s irrational commitment to eliminating sweat in all forms, including removing Washington Redskins rookie Montez Sweat from the NFL based solely on his last name. The song is a remake of Sweat’s 1996 hit “Nobody,” which ranked No. 1 on Billboard’s Hot R&B/Hip Hop songs. Old Spice, a long time sponsor of the NFL, created the tongue-in-cheek, faux political-style campaign to support Old Spice Sweat Defense anti-perspirants, including new Dry Spray delivering superior 48-hour sweat and odor protection. (Photo: Business Wire)
Old Spice Sweat Defense, which delivers superior, 48-hour sweat and odor protection that is found in all 32 NFL locker rooms, recently launched its latest NFL campaign with political-style, faux attack ads against SWEAT – including Washington Redskins rookie linebacker, Montez Sweat. The reaction to the campaign has been swift, with Denver Broncos 7x Pro Bowler Von Miller, Kansas City Chiefs 4x Pro Bowler Travis Kelce and an extensive list of actors, entertainers and comedians pushing back on the brand. The critical response has led Old Spice to reconsider its campaign.
“In spite of his incredibly unfortunate last name, Keith may have a point,” said Matt Krehbiel, Associate Brand Director, Old Spice. “While we are tirelessly committed to helping stop perspiration, I’ve never been so emotionally moved by SWEAT – be it a bead, a few drops or an actual person. Perhaps our irrational stance against all Sweat may have gone a bit too far.”
The Old Spice campaign debuted across a national slate of October 13NFL broadcasts and features billboards and newspaper ads in the DC area -- raising awareness while outlining the potential threat of Sweat in the NFL. The spots have clearly touched a national nerve, racking up more than 15 million YouTube views on the first day of the campaign’s debut. The controversial spots include:
“Sweat ... in the NFL?” (:30) - starring Montez Sweat and sportscaster Charissa Thompson; Old Spice introduces its irrational commitment to tackling sweat
“Von Miller Defends Sweat” (:30) - starring Denver Broncos star Von Miller and Montez Sweat
“Montez Strikes Back” (:30) - Montez responds, pleading his case that Sweat is just his last name. Unacceptable.
The upgraded Old Spice Sweat Defense lineup provides guys with 48-hour sweat and odor protection available in two forms: new Sweat Defense Dry Spray anti-perspirant and Sweat Defense Soft Solid anti-perspirant stick, Old Spice’s strongest sweat protection.
About Old Spice
Procter & Gamble’s Old Spice is the quintessential men’s grooming brand. Celebrating 80 years as an iconic American brand, Old Spice is the authority on the male grooming experience and has leveraged this heritage to become the No. 1 selling anti-perspirant/deodorant stick and body wash brand with guys of all ages. Old Spice offers a complete product portfolio for today’s man, including anti-perspirants, deodorants, body washes, body sprays, shampoos, hair stylers, shave gels, aftershaves and colognes.
About Procter & Gamble
P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit http://www.pg.com for the latest news and information about P&G and its brands.
About Keith Sweat
Keith Sweat is an R&B singer and songwriter. In November 1987, Keith released his debut album, Make It Last Forever, and it skyrocketed towards the top of both R&B and pop charts to sell over three million copies. Over his career, he has released 13 solo albums with songs like “Nobody,” “Twisted” and “Freak Me” reaching the top of the Billboard charts. In 2007, Sweat began broadcasting a syndicated radio show in currently 21 markets in the United States called The Sweat Hotel. For more information on Keith Sweat, visit keithsweat.com.
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Source: Procter & Gamble