'Finally, a pirate that smells good!'

Male grooming company Old Spice serves up some unexpected pirate action on the seven seas to illustrate the power of its long-lasting new deodorant. The US brand, which dates back to 1934 and now belongs to Procter & Gamble, has always been known for its sailing themes, particularly on the packaging, with a twist humour to lend a spice to its advertising. This commercial deploys some contemporary humour but it's almost 20 years ago that Old Spice Classic shower gel was sold using the slogan "The original. If your grandfather hadn't worn it, you wouldn't exist", while the final shot here is a quirky riff on a popular 2010 commercial titled 'The Man Your Man Could Smell Like', which featured star Isaiah Mustafa proclaiming ‘I’m on a horse’ while mounted on a white steed. What do you think of this fresh new take on a men's classic?

Keywords: Old Spice 'Unbelievably Long Lasting', Old Spice pirates ad, director Martín Jalfen, agency Burns