Spanish agency, Burns, and Old Spice gained men’s attention (which is no mean feat) a year ago by combining absurd humour with a problem that has been bugging them for a very long time – and a mermaid. The commercial presented Old Spice’s reformulated deodorant as the ultimate torture test – a crew of smelly pirates, with unwashed feet and rotten teeth.
Those smelly pirates with unwashed feet and rotten teeth have returned in Unbelievably Cool, the second chapter of the brand’s Unbelievably platform, highlighting the range’s instant cooling sensation that tells people the product is working. This time, the pirates are marooned on a desert island, together with surfing penguins and a great smelling, confident castaway who steals their saviour.
The hero commercial was directed by Landia Films director, Maxi Blanco, and the full campaign covers TV, digital, OOH and in-store in 28 European markets.
“Behind every Old Spice laugh is a lot of listening. We dig into consumer pain points, build products that solve them, and then work side by side with our creative team to turn those benefits into something only Old Spice could do – smart, ridiculous and memorable. Cold Spice brings that spirit to a category that could use a little more fun,” stated Alejandro Guerra, brand director personal care Europe at P&G.
Carla Alexander, managing director at Burns, added, “Being chosen once again as the creative agency for Old Spice Europe is a testament to the talent, business-focused vision, and collaborative effort with P&G.”
Shot in blistering heat in a remote location off Mexico’s Caribbean coastline, the production mirrored the creative premise, with remote logistics and international casting adding their own degree of pressure.
“We had to be both physically and mentally prepared to shoot for three days in 40°C heat,” Blanco explained. “Since it was a real location, the production challenge was enormous for all teams involved.”
Here is where the ridiculously funny story began:
Credits
Client: Old Spice – Proctor & Gamble
Enric Jiménez Prat: Vice President – Personal Care Europe
Alejandro Guerra: Brand Director – Personal Care Europa
Jakub Grabmuller: Senior Brand Manager
Agency: Burns
General Director: Carla Alexander & Raquel Serón
Executive Creative Director: Pablo Madrid & Pablo Salinas
Creative Team: Sergio Grande, Daniela Botero & Mikel Fernández
Client Services Director: Carola Torralbo & Macarena Chozas
Account Director: Carola Torralbo & Macarena Chozas
Account Supervisor: Anna Fanlo
Head of Strategy: Susana Outeiriño
Producer: Freelance For
Production Company: Landia
Director: Maxi Blanco
Executive Producer: Nico Cabuche
Director: Alberto Saavedra
Service Production Mexico: Thomy Amoedo & Marina Blanco
Production Designer: Chopy Casariego
DoP: Nicholas Bluff
Post-Production Studio: McNulty
Post-Producer: Julian L. Coppola
Producer: Miguel Sanz
Colour: Marla Grading
Sound: The Lobby
Music: Chaco Music
Comms: Marta Gutiérrez
