Burns Keeps Castaways ‘Unbelievably Cool’ in Smartly Ridiculous Campaign for Old Spice

Created by the independent agency Burns, ‘Unbelievably Cool: It Can Only Be Old Spice’ demonstrates how the instant cooling sensation of Cold Spice antiperspirant helps consumers stay confident and fresh

Tough situations demand confidence – but as body temperature peaks and sweat breaks out, uncertainties and insecurities can creep in. To help consumers keep cool under pressure, Old Spice has launched Unbelievably Cool, a new pan-European campaign introducing Cold Spice, an antiperspirant and shower gel range designed to deliver an instant cooling sensation.

Created by independent Spanish agency Burns, Unbelievably Cool marks the second chapter of the brand’s ‘Unbelievably’ platform, following Unbelievably Long-Lasting. It Can Only Be Old Spice. This time, the focus shifts from longevity to freshness and sensorial benefits.

Launching across TV, digital, OOH and in-store in 28 European markets, the campaign centres on a 60-second film highlighting how Cold Spice can keep you cool in any situation – even when stranded on a desert island in soaring temperatures.

When consumers feel an instant cooling sensation, they see it as proof the product is working. An antiperspirant that delivers freshness, a cooling sensation and sweat protection suggests it means business. When temperatures climb, Cold Spice keeps cool and fresh even in the most heated moments, and what better way to show that in true Old Spice style? With a smartly ridiculous twist, on a remote island with surfing penguins and a great smelling, confident castaway!

“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,” says 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.”

Directed by Maxi Blanco through Landia Films, the campaign film leverages this insight with Old Spice’s signature absurdity. A helicopter crew attempts to rescue a group of bedraggled castaways from a remote island, only to stagger back, stopped by their awful smell. One castaway, however, has remained unbelievably fresh, mint-scented and visibly cool. This fresh hero’s secret? Cold Spice, delivered in a cooler carried by penguins.

The final scene escalates the chill even further, with a suitably surreal punchline. As the helicopter departs, the hero lounges outside an igloo mansion, applying antiperspirant that literally freezes into ice cubes on contact – because when you’re cool, you’re unbelievably cool.

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,” explains Maxi Blanco, director at Landia. “Since it was a real location, the production challenge was enormous for all teams involved.”

Unbelievably Cool: It Can Only Be Old Spice is running across TV, digital, instore and OOH across 28 countries in Europe.

Source: Burns

  Advertising, Burns Agency, Campaign, Marketing, Old Spice, P&G