To promote its upgraded range of products with a longer-lasting formula in perfume quality, Old Spice and the agency Burns have created a fantastical campaign that originates from a … read morestrong consumer tension: products out there don’t last through the day, or nearly as long as they promise. This campaign and the products new formula, challenges that and aims to demonstrate the long-lasting product efficiency of the Old Spice products aboard the smelliest setting on the seven seas: a pirate ship. ‘Unbelievably Long-Lasting it can only be Old Spice’, was created by independent Spanish agency Burns. Set to run in more than 40 countries across Europe and Central Asia, the new campaign is led by a comic yet impeccably crafted film which combines Hollywood-level production values with an entertaining narrative - as well as offering a clever twist on an iconic moment from the Old Spice advertising archives. Directed by Martín Jalfen through production company ROMA, the film brings to life a blockbuster script set aboard a reeking pirate ship. Amidst the noisome smells of fish, unwashed feet and rotten teeth, one pirate is accused of being an intruder - due to his unusually fresh and unbelievably good smell - and sentenced to walk the plank. As the captain himself points out: ‘No one can smell this good for this long!”
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