Old Spice brought out a new deoderant called Night Panther. We thought that sounded like a wrestler’s name so we wrote the story of Joseph Average - a mild mannered Old Spice Sales Rep who becomes the Night Panther - and integrated it into the world of WWE as a six part series. He became a fan favourite and even won an official WWE title. Twice.


We made commercials for Night Panther, featuring Night Panther.

Which made other WWE Superstars like R-Truth jealous.

So we sponsored R-Truth too. Well, his left armpit.


My Role:
Concept & Senior Copywriter

CD - Erik Fahrenkopf
CD - Sara Phillips
Art Director - Jim Ward
Copywriter - Jordan Dinwiddie