Old Spice’s ‘Unbelievably Long Lasting’ campaign is everything but old

Old Spice's newest commercial cleverly combines daring adventure with the brand's trademark humor to highlight its improved, long-lasting product lineup. Aboard a filthy pirate ship, the story develops as the crew grows wary of a shipmate's persistent cleanliness—highlighting the stark difference from their own stinky condition. Even after finding his collection of Old Spice items, the crew, astonished that anyone could remain smelling so pleasant for such an extended time, makes him walk the plank. In a playful turn of events, the main character reappears riding a massive seahorse, reminiscent of Old Spice's famous "I'm on a horse" scene from 2010.

This Old Spice- Unbelievably long lasting campaign cleverly tackles consumer doubts regarding the lasting power of deodorant by situating it in an exaggerated, scent-heavy environment—a pirate ship filled with unpleasant odors. The ridiculousness of pirates penalizing a mate for having a pleasant scent humorously highlights the effectiveness of Old Spice's enhanced formula.

The advertisement expresses a sense of cinematic magnificence visually. Avoiding CGI, the production employs the real Nao Victoria ship, moored on Spain's Costa del Sol, to increase authenticity. This dedication to superior production quality not only engages audiences but also raises the storyline above common advertising clichés.

By merging aspects of traditional adventure stories with modern humor, Old Spice strengthens its brand identity as both ageless and cutting-edge, attracting a diverse audience while highlighting the lasting freshness its products deliver