Ever find yourself humming a commercial jingle or laughing at a 30-second spot while waiting for your Hulu show to resume? It's rare. Most ads are just noise. But when Deon Cole pops up on the screen, usually arguing with Gabrielle Dennis about who used the last drop of shea butter body wash, people actually pay attention.
The Old Spice Deon Cole partnership isn't just another celebrity endorsement. It’s a case study in how a brand can stop being annoying and start being genuinely funny. Honestly, it’s about time.
The "Men Have Skin Too" Era
Back in 2019, Old Spice decided to pivot. They moved away from the "look at me, I'm on a horse" absurdity of Isaiah Mustafa—which was great for its time—and leaned into something a bit more relatable. They launched the "Men Have Skin Too" campaign.
The premise is basic. Deon Cole plays a guy who is deeply, perhaps even obsessively, protective of his grooming products. His wife, played by the hilarious Gabrielle Dennis, is the one constantly "borrowing" them. It’s a simple dynamic, but it works because it hits on a real-life truth: women actually do use their partners' stuff.
Research from Wakefield Research actually backed this up, showing that nearly half of women admit to dipping into their partner's grooming stash.
Why Deon Cole?
Deon wasn't just some random pick. He’s got that specific kind of "straight-faced ridiculous" energy. If you’ve seen him as Charlie Telphy on Black-ish or Grown-ish, you know the vibe. He can say something completely insane with a level of sincerity that makes you double-take.
In the first major spot, "Running on Empty," he realizes the body wash is low and treats it like a national emergency. It’s high drama over a bottle of soap. That’s the "Old Spice" magic—taking a mundane bathroom moment and turning it into a mini-sitcom.
A Growing Cast of Legends
The campaign didn't just stop with Deon and Gabrielle. To keep things fresh, Old Spice started bringing in heavy hitters for cameos. We aren't talking about D-list influencers; we’re talking icons.
- Patti LaBelle: She showed up as the mother-in-law who is also stealing the Old Spice. Seeing Patti LaBelle squeeze a bottle of moisturizing body wash while giving Deon that "don't you dare" look is peak television.
- Nia Long: She appeared in the "Therapy" spot, adding another layer to the fictionalized marital stress caused by lavender-scented deodorant.
- La La Anthony: She made a cameo in the "Brunch" commercial, where Deon literally storms a hotel brunch to confront the group about his missing GentleMan’s Blend.
It’s a smart move. By adding these faces, the Old Spice Deon Cole universe feels like a recurring show you actually want to follow.
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The 2024 and 2025 Evolution
As we've moved into 2024 and 2025, the ads haven't slowed down. They’ve actually gotten a bit more specific. Lately, the focus has shifted toward the Total Body Deodorant and the Gentleman’s Super Hydration lines.
In the more recent "Sweet Scent" and "Couples Therapy" spots, the humor stays consistent. Deon is still the guy who refuses to let his skin get "ashy," a term that resonates deeply within Black culture and adds a layer of authenticity that old-school corporate ads usually miss.
"Now I'm gonna look ashy," is a line that launched a thousand memes, and for good reason.
Beyond the Laughs: The Business Logic
Why does P&G (the parent company of Old Spice) keep cutting checks for this? Because it sells.
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When the campaign first kicked off, sales for the "Fresher Collection" didn't just tick up; they jumped. By speaking directly to a multicultural audience without it feeling forced or "corporate," they tapped into a market that was tired of being ignored by mainstream grooming brands.
They also realized that women are often the ones doing the household shopping. By making an ad that features Gabrielle Dennis as a co-lead, they aren't just talking to men. They’re talking to the person standing in the aisle at Walmart or Target deciding which 2-pack of deodorant to throw in the cart.
Technical Specs: What Deon is Actually Shilling
If you’re wondering what products are actually featured in these spots, it’s usually the higher-end Old Spice lines:
- Moisturize with Shea Butter Body Wash: This is the one that started the "war" in the commercials.
- GentleMan’s Blend: Often with Lavender and Mint, focusing on being aluminum-free and "skin-friendly."
- Total Body Deodorant: The newer 2024/2025 push for products you can use "from pits to toes."
What We Can Learn from the Deon Cole Campaign
Most brands try way too hard to be "cool." Old Spice just tries to be funny and consistent. They found a duo—Deon and Gabrielle—with genuine chemistry and they didn't over-complicate it.
The ads work because they feel like 15-second episodes of a show you already like. They don't scream "BUY THIS NOW" in your face. Instead, they show a guy who loves his skin and a wife who loves his products.
If you want to stay updated on the latest spots or find the specific products Deon is defending, you can usually find the newest uploads on the Old Spice YouTube channel or catch them during any major NFL broadcast.
The takeaway here is pretty simple:
- Check the ingredients: If you’re prone to dry skin, look for the Shea Butter or Vitamin B3 versions featured in the ads.
- Don't be the thief: If you’re "borrowing" your partner's body wash, maybe just buy your own bottle of the Fiji scent.
- Embrace the drama: Next time you run out of soap, try delivering a Deon Cole-style monologue. It won't get you more soap, but it'll definitely make shower time more interesting.