Getting men’s attention is always an advertising challenge. But combining absurd humour with a problem that has been bugging them for a very long time – and a mermaid – is an idea that’s likely to triumph. Spanish Agency, Burns, has also built its commercial for Old Spice’s reformulated deodorant as the ultimate torture test – a crew of smelly pirates, with unwashed feet and rotten teeth.
(Note the clever twist on the famous Isaiah Mustafa ‘I’m on a horse’ moment from Old Spice’s most awarded commercial ever.)
Unbelievably Long-Lasting it can only be Old Spice, set to run in more than 40 countries across Europe and Central Asia, combines Hollywood-level production values with an entertaining narrative. It was directed by Martín Jalfen through production company, ROMA, and launched across TV, digital, instore and OOH in Europe.
Enric Jiménez Prat, senior director personal care Europe, Procter & Gamble, commented, “Advertising for this category doesn’t have to be basic or boring, and our role as 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.“
Carla Alexander, co-CEO, Burns, added, “Creating an international campaign for a brand like Old Spice has been both a challenge and an opportunity to showcase and prove the immense talent we have at the agency.”
Pablo Salinas, co-ECD, Burns, commented, “It’s a dream to work again with one of our favourite brands, especially on an international project like this. 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.”
Pablo Madrid, co-ECD, Burns, added, “It has been a long process, hand-in-hand with the Old Spice team, to find a story that conveys a very rational benefit in a very Old Spice way.”
To elevate the film’s look and feel and give it blockbuster appeal beyond a regular advert, the production process was driven by realism by tracking down an authentic pirate ship – the Nao Victoria, docked on the Costa del Sol.
“Our main goal was to tell the story while taking care of the craft. For this, we needed to bring realism and production value, which is why we chose a real pirate ship and an international cast, full of talent, that was a true pleasure to direct,” explained director, Martín Jalfen.
Around the hero film are a 20-second antiperspirant, 15-second shower gel execution and multiple other shorter formats.
Credits
Client: Procter & Gamble (Old Spice)
Client Team: Enric Jiménez Prat, Alejandro Guerra, Jakub Grabmuller
Agency: Burns
CEOs: Carla Alexander and Raquel Serón
ECDs: Pablo Madrid and Pablo Salinas
Creative Team: Sergio Grande, Daniela Botero, Mikel Fernández
Client Service Director: Carola Torralbo
Account Supervisor: Anna Fanlo
Agency producer: Freelance For
Production House: ROMA
Director: Martín Jalfen
Executive Producer: Pablo García Acon
Production Director: Carlos Martín
Producer: Assaf Eldar Stadle
Head of Production: Alex Bareño
Director of photography: Carlos Ritter
Post Producer: Luber Mujica
Editor: Giacomo Prestinari
Post Production: MCNULTY
Post Supervisor: Jordi Doll
Colourist: Fran Condor
Sound: The Lobby
Music: Chaco Music
Comms: Marta Gutiérrez
