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

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. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.