The hilarious Old Spice advert: “Unbelievably Cool”
The Burns agency was in charge of the advertising campaign
The Old Spice advert represents the continuation of its successful pirate campaign.
If there is one brand that has managed to find its own distinctive style in advertising, it is Old Spice. Its balance between humor and entertainment allows for a unique brand identity in its category. In fact, the Old Spice marketing and advertising strategy has enabled it to become a successful brand in the men’s grooming world.
Now, following its successful pirate campaign, the brand is back with a second chapter that follows the smelly pirates in a shipwreck that felt inevitable. And it does so in its signature style.
Old Spice – Unbelievably Cool
The new Old Spice advert is titled “Unbelievably Cool” and has been developed by Burns agency and produced by Landia. This new campaign maintains the brand’s DNA, while introducing a clear strategic evolution: greater product presence within the narrative without giving up its characteristic absurd humor.
The piece takes us to a deserted island, where a group of castaways, trapped under scorching heat, wait to be rescued by a helicopter. However, the rescue is thwarted by an unexpected detail: the unbearable smell of the survivors forces the crew to turn back.
Among them appears a man who is completely relaxed, fresh, and impeccably scented. The reason: he uses Cold Spice, the brand’s line of products with a refreshing effect. In a completely absurd twist —and very much in line with the Old Spice universe— the product reaches him in a cooler transported by surfing penguins.
The story culminates in an even more exaggerated scene: the protagonist relaxes in front of an igloo mansion while applying the antiperspirant, which freezes into ice cubes upon contact with his skin. A direct and effective visual metaphor of the product’s benefit.
Alejandro Guerra, Brand Director of Personal Care Europe at Procter & Gamble, commented: “Behind every Old Spice laugh there is a lot of work listening to the consumer. We analyze their needs and transform them into something only Old Spice can do: smart, absurd, and memorable.”
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