SOURCE: P & G: Old Spice

September 06, 2005 14:33 ET

College Students Enlisted for Shower-Curtain Casting Call

Old Spice Body Wash Launches Search for "America's Cleanest Comic"

CINCINNATI, OH -- (MARKET WIRE) -- September 6, 2005 -- "America's Cleanest Comic Competition," sponsored by Old Spice High Endurance Body Wash, is launching a national casting call for students to put their "cleanest" bathroom humor to good use and showcase their best shower stand-up.

Thousands of comedic hopefuls from 17 college campuses across the country will audition for the "America's Cleanest Comic Competition"; ultimately 51 guys will make the cut and have the opportunity to compete for the ultimate title of "America's Cleanest Comic." Dressed in bathrobes and bathing suits, the top three comics from each college campus will put their skills to the test when they take their comedic performances to tailgate crowds and deliver their "cleanest" joke from the portable shower while lathering up with Old Spice High Endurance Body Wash -- in the center of the tailgate party.

"This is a great opportunity for Old Spice to reach its consumer in a fun, irreverent way," said David Palmer, Brand Manager for Old Spice Personal Cleansing. "This promotion strongly ties to our brand equity of 'Real Performance for Real Guys.' Where else can the average guy get a chance to star in his own commercial?"

Sporting a Clean Image

Regional on-campus winners (51 in total) will be selected to showcase their perfect punchlines in reality-TV-style commercials that will air on four consecutive Saturdays during college football games beginning October 22, 2005. The winners from each school will progress to the finals and be featured in streaming video on www.OldSpice.com, where consumers can vote for their favorite "cleanest" comic. The funny man with the most votes will be crowned "America's Cleanest Comic" and will be awarded a VIP all-expense paid, comedy trip for two to Las Vegas.

The commercials, which have a late-night talk show-feel with female emcees reporting live from each location, will air on local Comcast Cable networks such as Comcast SportsNet, ESPN, ESPN2 and Fox Sports Net. Consumers can watch the spots in Atlanta, Baltimore, Boston, Chicago, Dallas, Denver, Detroit, Cincinnati, Los Angeles, Miami, Nashville, Orlando, Philadelphia, Phoenix, Pittsburgh, Portland, Sacramento, Seattle, San Francisco and Washington D.C.

Anyone Can Come Clean

For those without a funny bone, there is still a chance to win a gut-busting, laugh-out-loud comedy-filled trip for two to Las Vegas by entering the "America's Cleanest Comic" national sweepstakes at www.OldSpice.com. The national sweepstakes runs from October 3 through November 12, 2005.

The Old Spice web site also features a photo gallery of regional winners and colorful biographies of the female emcees.

Comedy On Demand and More

As an added bonus, ON DEMAND, Comcast's video on demand (VOD) service, will showcase the worst jokes, outtakes, bloopers and a day-in-the life of select contestants from the time he is selected until the time he delivers his joke in the portable Old Spice shower. Viewers also will get a behind-the-scenes glimpse of life on the road for the female correspondents.

Better Lather Than Never

Old Spice High Endurance Body Wash, a dual-action formula, with its rich gel, superior lather and long-lasting scent, is designed to wash away dirt and odor while leaving skin feeling clean and refreshed.

Old Spice High Endurance Body Wash is available in five refreshingly clean masculine fragrances: Fresh, Pure Sport, Mountain Rush, Pacific Surge and Arctic Force (18 fluid oz.). Old Spice Body Wash is available nationwide in grocery stores, drug stores and mass merchandisers for a suggested retail price of $3.99.

For more information about Old Spice High Endurance Body Wash, a chance to win a clean break to Las Vegas, and an opportunity to vote on your favorite college comic, visit www.OldSpice.com

About P&G (NYSE: PG)

Two billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Bounty®, Pringles®, Folgers®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Actonel®, Olay®, Nice 'n Easy®, Head & Shoulders® and Wella. The P&G community consists of almost 110,000 employees working in over 80 countries worldwide. Please visit www.pg.com for the latest news and in-depth information about P&G and its brands.

Contact Information

  • Contact:
    Giselle Caamano
    CKPR
    (312) 616-2418