How Old Spice Happened: Eric Kallman on Skittles, Craft, and 250 Scripts for One Spot | Second Wind

Eric Kallman is the co-founder and chief creative officer of Erich & Kallman, the independent agency behind standout work for brands like Reese’s, King’s Hawaiian, Franzia, Toyota and more. Before that, he helped create some of the most iconic advertising of the last two decades, including Old Spice, Skittles, Little Caesars, Kayak and Ragu. Erich & Kallman was named Ad Age’s 2024 Small Agency of the Year and was later recognized as a 2025 A-List standout. In this episode of Second Wind, Eric talks about how Old Spice almost died before it changed culture, why absurd work only works when the product truth is dead simple, and what most young creatives are skipping when they chase shortcuts. He gets into the discipline behind funny advertising, the value of silence in the creative process, why six weeks and 250 scripts used to be normal, and how AI can help if it gives creatives more time to think instead of less. Topics include Old Spice, Skittles, creative discipline, copywriting, campaign craft, small agencies, advertising fundamentals, AI in creative work, and what it takes to make funny ads that actually sell.