Melbourne director Edwin McGill’s Old Spice ‘The Way Thick Hair Was’ spot reaches over 10m views


Melbourne-based director Edwin McGill’s new campaign for iconic American brand Old Spice reveals that what’s old is definitely new, as the retro, 70s themed commercial becomes a streaming sensation, clocking up 10 million views on YouTube.


Working with Portland agency Wieden + Kennedy, the campaign bubbles with the wit and surreal humour synonymous with Old Spice. Paying homage to the 70s and the golden days of thick luscious hair, three spots play out at the ultimate 70s party and feature a young Robert Redford lookalike, a pot of cheesy fondue, and a ‘do’ so lush it has a life of its own.

Represented by Guilty Content in Australia, McGill worked with producer Tim Bathurst at Hey Presto! in Los Angeles on the campaign. It was shot on 35mm film on location at the Fox Residence, a mid-century design icon and the former home of crooner Frank Sinatra.

Creative Agency: Wieden + Kennedy
Creative director: Max Stinson
Creative director: Eric Fahrenkopf
Art director: Karen Zack
Art director: Curtis Pachunka
Copywriter: Sarah Menacho
Account service: Guy Campbell
Producer: Kacey Klonsky
Production company: Hey Presto!
Executive producer: Tim Bathurst
Executive producer: Emily O’Meara
Director: Edwin McGill
Dp: Charlie Sarroff
Production designer: Pele Kudren
Wardrobe stylist: Callan Stokes
Hair: Katy McClintock
Makeup: Shelley Willis
Visual effects: Eugene Richards, ARC Australia
Sound mix: Tom Paolantonio
Color: Paul Byrnes