Old Spice Brings Absurd Freshness to Life in 'Cold Spice' Spot

'Unbelievably Cool' has picked up the baton from 'Unbelievably Long Lasting', a creative milestone that boosted sales in the European market and was recognised with 9 medals at El Ojo de Iberoamérica, a Clio Health and 3 Suns at the Malaga Festival.

Directed by Maxi Blanco for Landia, the spot highlights the unique freshness of Old Spice’s Cold Spice line of antiperspirants and shower gels.

Created by the independent Spanish agency Burns, 'Unbelievably Cool' represents the second chapter of the brand's creative platform 'Unbelievably.' While the first campaign focused on product durability, this instalment focuses on the sensation of freshness and sensory benefits.

The campaign, developed entirely in Spain and filmed in Mexico, launches in 28 European markets through television, digital, outdoor and point of sale, and its centrepiece is a 60 second film which shows how Cold Spice can keep you cool even in the most extreme situations, like being trapped on a deserted island in sweltering heat.

The star of the show is an antiperspirant that promises freshness, a cooling effect, and protection against sweat. The best way to showcase this, Old Spice-style? A delightfully absurd twist: a remote island, surfing penguins, and a pleasantly perfumed castaway.

“Behind every Old Spice laugh is a lot of work listening to the consumer. We analyse their needs, develop products that solve them, and then work hand in hand with the creative team to turn those benefits into something only Old Spice could do: clever, absurd, and memorable. Cold Spice brings that spirit to a category that could use a little more fun,” said Alejandro Guerra, brand director personal care Europe at P&G.

For their part, Carla Alexander, managing director at Burns, added, “Being chosen again as the creative agency for Old Spice Europe is proof of the talent of our team, our business-oriented vision, and the close collaboration we maintain with P&G.”

Directed by Maxi Blanco for Landia Films, the campaign film takes this insight into the realm of Old Spice's characteristic absurdity. In it, a helicopter rescue team attempts to save a group of castaways stranded on a remote island, but ends up retreating when the survivors' terrible smell becomes unbearable. All except one: a castaway who remains incredibly fresh, smelling of mint and visibly relaxed. His secret? Cold Spice, delivered in a cooler carried by penguins.

The final scene takes the coolness even further with a surreal twist: as the helicopter flies away, the hero relaxes peacefully in front of an igloo-mansion applying antiperspirant, which literally freezes into ice cubes upon contact with the skin. Because when you're cool, you're unbelievably cool.

Filmed in a remote location on the Caribbean coast of Mexico, the production reflected the story’s spirit, facing extreme heat, complex international logistics, and challenging conditions.

“We had to prepare ourselves physically and mentally to film for three days in 40-degree temperatures,” explained Maxi Blanco, director at Landia. “Since it was a real location, the production challenge was enormous for all the teams.”

'Unbelievably Cool: It Can Only Be Old Spice' has launched across television, digital, outdoor and point of sale in 28 European countries.