The Art of Absurdity as Old Spice’s Pirate Films Take the Plunge
From the beginning, both director Martin Jalfen and the team at Burns agency knew that if they were going to pull off this project, they were going to have to do it “for real." Tasked with creating an international campaign for an iconic legacy brand like Old Spice, the team set out to create a trilogy narratively led by the hero copy, ‘Unbelievably Long-Lasting, it can only be Old Spice’. Filming on an actual pirate ship, the ‘Nao Victoria’, anchored on the Costa del Sol, the team wanted “every frame to breathe realism and spectacle,” – quite the challenge with limited space and constant movement on board.
With an international crew and cast, “every detail added to the feeling of watching an entertainment piece that felt more like Hollywood than traditional advertising,” says Carla Alexander, managing director of Burns Agency. Set to run in more than 40 countries across Europe and central Asia, the films do justice to the brand’s rich history, without resting on the laurels of legacy.
LBB’s Tará McKerr spoke with Carla to find out more about what went into building a unique universe, achieving the end result, and keeping humour in the driving seat.
LBB> The Old Spice brand has such a rich history of memorable advertising. How did you balance honouring this legacy while introducing fresh, innovative elements in the pirate-themed campaign?
Carla> Old Spice has always been a benchmark in advertising creativity, and for us, it was crucial to pay homage to its unique tone without simply repeating past formulas. From the outset, we worked on a concept that respected the brand's absurd and ridiculous humour while introducing a fresh, cinematic twist. We wanted to create a piece that carried the DNA of Old Spice but still surprised audiences. That’s how the story of a pirate who smells suspiciously good aboard a ship full of ‘stinkers’ was born – a perfect metaphor for the product’s benefit, presented in a novel and visually impactful way. As a fun twist, we introduced a seahorse, adding that extra layer of playful absurdity that is key to Old Spice's charm. It was this unexpected and quirky detail that gave the campaign a unique flair, making it feel fresh and original while still staying true to the brand's legacy.
LBB> How does this narrative choice of the protagonist standing out because of his fresh scent in an otherwise malodorous environment reflect common consumer experiences with long-lasting fragrances?
Carla> We've all experienced that uncomfortable uncertainty of not feeling fresh – that moment when you wonder if your deodorant is still working and start subtly checking if others notice. It's a feeling that can turn any ordinary situation into a challenge. That insight was key in shaping the story of this campaign: a pirate who, on a ship where everyone smells bad, faces the ‘problem’ of smelling good for too long. We took that discomfort to the extreme but gave it the humorous and ridiculous twist that defines Old Spice. This allowed us to connect with a universal experience in a memorable way, ensuring that the audience not only understands the product’s benefit but truly feels it.
LBB> Old Spice's previous campaigns, such as ‘The Man Your Man Could Smell Like,’ became cultural phenomena. Did these past successes influence your creative approach to this campaign?
Carla> We were inspired by Old Spice’s tradition of ridiculous humour and unexpected narratives but wanted to avoid simply repeating what had already been done. We knew the brand had a legacy of iconic campaigns, and we wanted to live up to that without creating carbon copy. Instead of trying to make a new version of ‘Man on a Horse’, we built a unique universe that still paid homage to it. The key to capturing Old Spice's essence was maintaining those signature moments of humour that audiences have come to love. The humour points – like the seahorse and the surprise appearance of the mermaid – are essential to Old Spice’s identity, blending outlandish visual surprises with a unique narrative. And, of course, we closed the story with a nod to that legendary campaign: if that man rode a white horse on the beach, ours plunges into the sea on the back of a majestic giant seahorse. An unexpected, exaggerated, and perfect Old Spice ending.
LBB> How do you ensure that this humour resonates across diverse markets, especially considering the campaign's rollout in over 40 countries?
Carla> Old Spice’s humour is universal because it is built on common human insights: exaggeration, the unexpected, and the absurd work across all cultures. We ensured that the story and dialogue were easy to understand without relying on culturally specific references. Additionally, using physical and visual humour allowed the campaign to transcend language barriers, ensuring that the essence of the story remained intact across all markets.
LBB> The twist ending, featuring the protagonist riding a giant seahorse, is great. What was the inspiration behind this creative choice, and how does it tie into Old Spice's brand identity?
Carla> Old Spice is a brand that fully embraces the unexpected. The idea of the giant seahorse emerged to push exaggeration even further and give the spot a truly memorable ending. We wanted something iconic, funny, and completely illogical – perfectly in line with the brand’s most famous campaigns, like ‘The Man Your Man Could Smell Like’, where the protagonist rides a white horse. This campaign became a cultural moment, and we wanted to build on that by creating a twist that would leave a similar lasting impression. The giant seahorse, just like the white horse, is a symbol of Old Spice’s ability to take something familiar and push it to the extreme, adding an element of surprise that is instantly recognisable as part of the brand's identity.
LBB> Collaborating with director Martin Jalfen brought an undeniable cinematic quality to the campaign. How did his vision align with Burns Agency's objectives, and what unique perspectives did he bring to the project?
Carla> Collaborating with director Martin Jalfen brought a cinematic quality to the campaign, and his unique vision truly aligned with Burns Agency's objectives. Martin possesses the perfect blend of experience in humour, visual storytelling, and actor direction that this campaign required. From the very beginning, his approach was to build a fully realised universe for the story, shaping every detail of the characters, setting, and narrative pacing. His commitment to the project was evident – he immersed himself in the world of Old Spice, breathing life into the brand’s essence for months. This dedication ensured that each frame of the campaign reflected Old Spice’s distinct identity.
Moreover, the production wasn’t just about getting the shot; it was about creating a truly immersive experience. Whether it was the painstaking process of casting the perfect crew, the challenge of working on a real pirate ship, or the surreal twist of a giant seahorse, Martin helped infuse the project with the same playful ridiculousness that made Old Spice’s legacy campaigns unforgettable. His cinematic approach not only honoured Old Spice’s brand identity but also introduced new layers of creativity, humour, and originality, making the campaign truly memorable.
LBB> The campaign addresses the consumer tension regarding products that don't last as long as promised. How did consumer insights shape the development of this narrative, and what research informed these insights?
Carla> The campaign was built around a key consumer insight: one of the biggest frustrations with deodorants is that their scent doesn't last as long as promised. This challenge provided the foundation for developing a story where the lasting power of the fragrance became the central conflict. We wanted to amplify this tension and take it to the extreme, which led to the creation of the character of a pirate who ‘smells too good for too long’. This over-the-top, humorous concept allowed us to push the idea of long-lasting freshness to a ridiculous, memorable level.
LBB> I imagine that crafting a campaign that appeals to both existing fans of Old Spice and new consumers can be challenging. What strategies did you employ to ensure the campaign's broad appeal without alienating either group?
Carla> Crafting a campaign that appeals to both long-time fans of Old Spice and new consumers is always a challenge, but we approached it with a clear strategy. Our goal was to honour the brand’s identity for its loyal followers while also introducing a fresh, engaging story that would captivate new audiences. We knew that Old Spice’s signature absurd humour and surreal storytelling are what make it stand out, so we leaned into these elements, amplifying them through a cinematic lens.
We embraced a humorous yet visually immersive narrative, taking inspiration from the iconic absurdity of past Old Spice campaigns, like ‘The Man Your Man Could Smell Like’, while pushing it further to create something new. By employing a cinematic, mini-blockbuster approach, we ensured the campaign felt accessible to both groups. The central story of a pirate who ‘smells too good for too long’ not only played on the brand's heritage of exaggerated humour but also had enough visual and narrative appeal to draw in viewers who may be new to Old Spice. The balance of humour, creativity, and cinematic production helped ensure that we stayed true to Old Spice's essence while reaching a broader audience.
LBB> Reflecting on the campaign's execution and reception, what lessons did Burns Agency learn, and how might these lessons influence your future projects?
Carla> This campaign reinforced something we have always believed: when you embrace creativity without fear, the results are exceptional. We learned that a large-scale production with a strong emphasis on craftsmanship still makes a significant impact in a world dominated by ephemeral content. It also taught us the value of close collaboration with the client and production partners who align with the creative vision. Looking ahead, we take with us the certainty that continuing to bet on bold ideas and impeccable execution is the right path.
