Old School Spice

Old Spice has named Matthew Chancey from Ashville, Alabama its 2008 Art of Manliness Man of the Year. Chancey will receive the $2,000 cash prize from Old Spice along with a manly assortment of Old Spice products. Right now Matt’s in Africa working for his non-profit. His $2,000 prize will be going to Darfur to help refugees from the genocide.
Wow, what a guy. He’s manly and he’s cares.
According to Truth Wins Out there’s a lot more to Chancey’s charms.

Turns out Old Spice’s 2008 Art of Manliness Man of the Year is deeply involved with Vision Forum, a ministry so reputedly racist and radically right-wing it couldn’t support Sarah Palin for vice-president.
He’s also a state leader of the Family Policy Network, a right-wing political group that works the same turf as Focus on the Family and the Family Research Council. And he’s earned quite the reputation for ruthlessness in evangelical Christian circles.
His Biblically inspired views on marriage, gender roles, and family are ultra-traditional. Men are meant to be in the world and to serve as heads of households. Women, from birth, are groomed for service in the home.

In other words, Chancey is a real guy’s guy.
P&G clearly has some mud on their face here. Agency Spy says Wieden + Kennedy does too. W+K created the brand’s manliness campaign, but I highly doubt they executed this promotion or the Art of Manliness site. I don’t know who did. Alloy Marketing had the Old Spice account at one point, but I’ve been unable to confirm that they’re still on the business. Whatever the case, the buck stops in Cincinnati.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. Mud on their face? Seriously?
    You make this guy out to be the devil incarnate.
    Come on, so his views are traditional? Excuse me, “Ultra-traditional” is the term you used. So what. The man is working with a non-profit in Africa to help refugees in Darfur. (Kinda puts a damper on the whole “he’s a racist” argument, doesn’t it?) At least he’s doing something. How have you helped to stop genocide in Africa? Perhaps you read about it and voiced concern to your friends over a mocha decaf latte. Or left a well crafted and grammatically correct comment on a post at the Daily Kos.
    Good for you.
    I know you guys lean left politically. That’s fine. But how about showing a little more class, huh? So what if he takes a more conservative viewpoint in life. How does that really affect you? It’s not like he’s out rounding up Jews or lynching African-Americans while reciting passages from Mein Kampf.
    So basically you have a problem with him because he is a traditionalist. As far as I can see, with all of the crap going on these days, perhaps we need more traditionalists in the world.
    And fewer ad bloggers.

  2. Hi James,
    I have no problem with Matthew Chancey, what he thinks or how he conducts his life.
    This is about controversy – something brands avoid like the plague.

  3. Cynthia Gee says:

    Chiming in kind of late here, but I just found this. You can tell a lot about a guy by looking at who his friends are… and this is coming straight from the horse’s….er…mouth: