Sourav Choudhary Old Spice’s new campaign, “Unbelievably Long-Lasting it can only be Old Spice,” challenges fragrance longevity with a humorous pirate adventure to demonstrate its upgraded formula.
Old Spice is setting sail with a bold new campaign designed to showcase its upgraded product range, emphasizing longer-lasting scent and fragrance quality. Created by Spanish agency Burns, the campaign, titled “Unbelievably Long-Lasting it can only be Old Spice,” takes a comedic approach to tackling a common consumer frustration: most products don’t last as long as promised.
The centerpiece of the campaign is a cinematic, pirate-themed film that blends humor with high production values. Directed by Martín Jalfen through production company ROMA, the film transports viewers to a smelly pirate ship, where the stench of fish, unwashed feet, and rotten teeth fills the air. Amid the chaos, a pirate is accused of being an intruder, not because of his actions, but due to his surprisingly fresh and long-lasting scent. The captain, baffled, exclaims: “No one can smell this good for this long!” The film plays on Old Spice’s long-standing reputation for over-the-top, memorable ads, while cleverly nodding to a classic moment in the brand’s history.
Running across more than 40 countries in Europe and Central Asia, the campaign aims to solidify Old Spice’s position in the competitive market of men’s grooming. With a formula boasting a longer-lasting fragrance, the new products seek to appeal to consumers who demand performance that outlasts the usual midday fade.
The campaign’s mix of humor and high-quality production makes it stand out in an increasingly crowded advertising space, pushing Old Spice to the forefront of fragrance innovation in a fun and unexpected way.
