Old Spice has once again raised the bar for absurdly entertaining advertising, this time setting sail on the high seas for a campaign that’s as fresh as its legendary scent.
Created by independent Spanish agency Burns, the “Unbelievably Long-Lasting—It Can Only Be Old Spice” campaign takes a playful jab at deodorants that fail to live up to their promises. And what better way to prove Old Spice’s new, longer-lasting formula than by putting it to the ultimate test—aboard a filthy, foul-smelling pirate ship?
Directed by Martín Jalfen through production company ROMA, the new blockbuster-style commercial introduces viewers to a band of scurvy-ridden, odor-challenged pirates—where fish guts, unwashed feet, and a general lack of hygiene reign supreme. In this stinky seafaring society, smelling fresh is downright suspicious, and when one particularly pleasant-smelling crew member is sniffed out, the pirates immediately brand him an intruder.
His crime? Smelling too damn good for too damn long.
Despite the incriminating evidence—a stash of Old Spice’s upgraded deodorant, antiperspirant, and shower gel—the pirates refuse to believe such a thing is possible. They sentence him to walk the plank, a punishment befitting anyone who dares to defy the laws of body odor. But just when it seems all hope is lost, Old Spice pulls a classic, over-the-top twist.
In a winking homage to Old Spice’s most iconic commercial, the doomed hero makes his dramatic escape—not on a regular horse, but on a majestic, larger-than-life seahorse that whisks him away into the sunset. The scene calls back to the brand’s unforgettable 2010 “The Man Your Man Could Smell Like” ad, where Isaiah Mustafa famously proclaimed, “I’m on a horse.” This time, however, it’s bigger, wetter, and possibly even weirder. Watch below:
According to Enric Jiménez Prat, Senior Director of Personal Care Europe at Procter & Gamble, the campaign is a testament to Old Spice’s mission to keep advertising fun, “Advertising for this category doesn’t have to be basic or boring, and our role at Old Spice has always been to elevate it—turning ads into entertainment. I believe this new campaign achieves just that.”
BTS: A Production Fit for the Big Screen
Old Spice didn’t cut corners when it came to making this campaign feel like a full-fledged pirate epic. Instead of relying on CGI, the production team tracked down an authentic pirate ship—the legendary Nao Victoria, docked on the Costa del Sol. The result? A visually stunning, adventure-packed commercial with all the grime, grandeur, and exaggerated Old Spice charm we’ve come to expect.
“Our goal was to tell this story while maintaining high production values,” said director Martín Jalfen. “We wanted real craftsmanship, so we shot on a real ship with an international cast, which was a pleasure to direct.”
A Global Voyage for Old Spice
Set to air in more than 40 countries across Europe and Central Asia, the campaign also includes a 20-second antiperspirant ad, a 15-second shower gel spot, and several short-form digital executions.
For Burns, the agency behind the campaign, this marks a major milestone in its growing international profile, following global campaigns for the Olympics and Lexus.
“It’s a dream to work again with one of our favorite brands, especially on an international project like this,” said Pablo Salinas, Co-ECD at Burns. “We also couldn’t resist the opportunity to pay tribute to Old Spice’s most legendary campaign.”
And as Pablo Madrid, Co-ECD at Burns, put it: “It’s been a long journey working hand-in-hand with the Old Spice team to craft a story that conveys a simple product benefit—just in the most Old Spice way possible.”
Old Spice Continues to Rule the Seven Seas (and Deodorant Aisles)
With its signature absurdity, cinematic flair, and commitment to freshness, Old Spice once again proves that smelling great doesn’t just make you confident—it might just save your life.
And if pirates are willing to throw you overboard for smelling too good? Well, that’s just a risk you’ll have to take.
CREDITS:
BRAND: Old Spice
- Enric Jiménez Prat
- Alejandro Guerra
- Jakub Grabmuller
AGENCY: Burns Agency
- Chief Executive Officers: Carla Alexander, Raquel Serón
- Executive Creative Directors: Pablo Madrid, Pablo Salinas
- Creative: Sergio Grande, Daniela Botero, Mikel Fernández
- Client Service Director: Carola Torralbo
- Account Supervisor: Anna Fanlo
PRODUCTION COMPANY: ROMA
ROMA
- Director: Martín Jalfen
- Executive Producer: Pablo García Acon
- Production Designer: Carlos Martín
- Producers: Assaf Eldar Stadler, Luber Mujica
- Head of Production: Alex Bareño
- Director of Photography: Carlos Ritter
EDIT: ROMA
Editor: Giacomo Prestinari
VFX: MCNULTY
- Post Production Supervisor: Jordi Doll
- Colorist: Fran Condor
SOUND: The Lobby
MUSIC: Chaco Music
Colin Costello is the West Coast Editor of Reel 360. Contact him at colin@reel360.com or follow him on Twitter at @colinthewriter1
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