Legendary Grime Artist Chip, known as the Grime Scene Saviour, has teamed up with legendary men’s personal care brand, Old Spice, to urge ‘likkle men’ to grow up and ‘smell their age’.
Welcome to Big Man Ting – the Grime diss track which calls on the UK’s young men to be themselves, express their individuality and stand out from the crowd. All without smelling like your average teenage boy.
As someone who prides himself on smelling good – “You smell nice, my favourite compliment,”– Chip uses his lyrical genius to take a jab at “likkle men,” to mock those who are stuck using products they had in their school locker: “what they wear, I don’t put on man’s skin.”
Why team up with Old Spice? Well, independence and standing out from the crowd is in Chip’s DNA, from achieving chart success aged just 18 to clashing with some of the biggest names in the Grime Scene. “If you’re not 100% confident in who you are as a person don’t indulge in no battling”.
Known as “Mr Can’t Run Out of Bars,” famous for his incredible lyrics, rhymes and charisma – and more importantly his role as the “UK Grime Scene Saviour,” – Chip has never shied away from MC battles or brutally honest diss tracks. And now he has a new role: giving much-needed advice to those who still smell like they’ve used a generic black can.
And it’s the hit 2024 needs.
“With my music career taking off during my teens, I know what it takes to have the confidence to be your authentic self when the world tells you to fit in. I was a kid handling business like a big man I guess. It’s not how many years it’s what you do in them. “Big Man Ting” was a challenge set to me by Old Spice to get their vision across for the product. Taking their words in bullet points and finding my own unique way to somehow transcend that into a Grime riddim. The words are very self-explanatory.”
Chip
Chip comes to this campaign off the back of an incredible few months that’s seen him breathe new life into the Grime scene with two new singles and an all-star grime set. He has also collaborated with Nines and dropped a Daily Duppy with Krept all in the last couple months. His long-standing career, which has spanned top-selling albums and collabs with some of the industry’s biggest individuals, from ElClean Bandit to Skepta, Ella Mai, D Block Europe and Dizzee Rascal.
Matt Farrow, Old Spice Brand Manager, says: “I remember when I was at school, and everywhere you went – from the PE changing rooms to the crowded corridors as we moved from lesson to lesson – was engulfed in the scent of generic deodorants. At the time, I just went along with it – you keep your head down and want to fit in. But with Big Man Ting, we want to encourage young guys to move away from that – to embrace their individuality and step out into the world with confidence; and that all starts with how they smell.”
“Old Spice is proudly, smartly ridiculous – it doesn’t take itself too seriously, but does offer perfume-quality scent to young men who are ready to stand out from the crowd. Having Chip spearhead this campaign has been incredible – who better than the King of the Diss Track to step in and urge young people to break the mould? We’re excited to see men across the country embrace Big Man Ting – representing a move towards growing up and smelling their age.”
The track is now available to stream on Spotify and watch on YouTube. You can purchase the Old Spice Captain Range now on Amazon.
