Months without going through soap and water, sweat and a lot of moisture. That is the life that reflects the narrative and history of the pirates, and that is what has served the creative agency Burns to sign the new international campaign of Old Spice. “Unbelievable Long-Lasting. It can only be old spice” It makes use of siren, seahors and other fantasy elements to demonstrate the power of deodorant in extreme situations.

“It has been a long process of the brand’s team, until finding a story that tells a very rational benefit in a very Old Spice way”, Explains Pablo Madrid, creative director of Burns, in a press release. The agency has concentrated the insight on the phrase that the ship’s captain cry when there is an on -board polizon: “No one can smell so well for so long”

The spot of just over 90 seconds It is watered by an epic music of Hollywood, some comic conversations and other fantasy elements such as sirens or seahorses. The latter, by the way, in clear reference to the white horse on which actor Isaiah Amir Mustafa in other ads of the procter & gamble brand is usually riding.

The campaign has the production of Rome on Earth and the direction of Martín Jalfen and it has resorted to A recreation of the Nao Victoria located on the Costa del Sol with a very concrete casting to achieve the cinematographic appearance that is perceived in the announcement. “Our main objective was to tell the story taking care of the craft. For this we had to contribute realism and production value, so we opt for a real pirate ship and an international casting, with a lot of talent, to which it has been a real pleasure to direct”, Points out the creative director.

International creativity with Spanish seal

“Unbelievable Long-Lasting. It Can Only Beard Spice” is the first international campaign From a Spanish agency for Old Spiceand from the Burns side it has meant continuing the framework in which they have already been working after signing other global projects with brands such as Olympics or Lexus.

“Making an international campaign for a brand like Old Spice has been a challenge and an opportunity to demonstrate and demonstrate the enormous talent we have in the agency”, Says Carla Alexander, general co -director of Burns, in the press release.

Old Spice pirates will take Spanish talent to More than 40 countries in Europe and Central Asia Where this campaign will be active, thus projecting the international ambition of Old Spice and as a reflection of the attraction of global advertisers towards Spanish agencies.

Technical file

• Advertiser: Old Spice (P&G)
  • Customer contact: Enric Jiménez Prat, Alejandro Guerra, Jakub Grabmuller
• Agency: Burns
  • General Directorate: Carla Alexander and Raquel Serón
  • Executive creative address: Pablo Madrid and Pablo Salinas
  • Creative Team: Sergio Grande, Daniela Botero, Mikel Fernández
  • Director of Customer Services and Account Director: Carola Torralbo
  • Accounts Supervisor: Anna Fanlo
  • Producer Agency: Freelance for
  • Head of Strategy: Susana Outeiriño
• Producer: Rome on Earth
  • Director: Martín Jalfen
  • Executive producers: Pablo García Acon
  • Production Director: Carlos Martín
  • Producer: Assaf Eldar Stadler
  • Production Chief: Alex Bareño
  • Photography Director: Carlos Ritter
  • Postproductor: Luber Mujica
  • Monter: Giacomo Prestinari
  • Producer Agency: Freelance for
• Postproduction Image: McNulty
  • Postproduction Director: Jordi Doll
  • Etalonage: Fran Condor
• Postproduction Sound: The Lobby
• Music: Chaco Music
• Communication: Marta Gutiérrez