With A Global Rollout Spanning Over 40 Markets, Old Spice’s High-Seas Swashbuckling Spot That’s Making Waves
Old Spice has once again proven that men’s grooming ads don’t have to be dull, uninspired, or predictable.
This time, the iconic brand has set sail on a high-seas adventure, delivering a Pirates of the Caribbean-inspired campaign that feels more like a Hollywood epic than a typical deodorant commercial.
Created by Madrid-based creative agency Burns, the ‘UnbelievablyLong-Lasting’ campaign is anchored by a visually stunning 90-second spot that transports viewers to the 1700s.
Onboard a pirate ship navigating treacherous waters, a crew of malodorous privateers is left in awe when one of their own reveals his secret weapon—a prized collection of Old Spice products.
Cue the chaos, comedy, and an unmistakable nod to the brand’s legendary 2010 ‘I’m on a horse’ campaign.
“Advertising for this category doesn’t have to be basic or boring, and our role at Old Spice historically has been to elevate it, moving it from just advertising to entertainment. I believe this is what the new campaign is doing,” said Enric Jiménez Prat, Procter & Gamble’s Senior Director of Personal are.
With a global rollout spanning more than 40 markets across Europe and Central Asia, Old Spice’s latest adventure will hit audiences through TV, out-of-home placements, digital activations, and in-store promotions.
For creative agency Burns, the opportunity to work with Old Spice on a campaign of this scale was nothing short of thrilling.
“It’s a dream to work again with one of our favourite brands, especially on an international project like this,” said Pablo Salinas, co-Executive Creative Director at Burns.
“Also, we allowed ourselves to pay homage to Old Spice’s most iconic campaign, one that made us realise that incredible things can be done in advertising.”
And incredible it is.
With cinematic production values, razor-sharp humour, and a playful sense of nostalgia, Old Spice has once again cemented its reputation as a brand that doesn’t just sell products—it creates moments that stick with audiences long after the ad ends.
The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.
This is the only event where Live Presentations meets Live Judging.
Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.
This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!
Campaign entries must have run between June 2024 to May 2025
