Male grooming brand Old Spice is spotlighting its upgraded product range with a swashbuckling Pirates of the Caribbean-themed ad campaign.

Crafted by Madrid-based creative agency Burns, the integrated push is centred around a 90-second spot, more reminiscent of a Hollywood blockbuster than a men’s care ad.

Set on a 1700s pirate ship sailing on the high seas, we see a group of malodorous privateers react with shock at their ship-mate’s treasured Old Spice collection. There’s even time for a nostalgic nod to the brand’s ‘I’m on a horse’ moment from 2010.

“Advertising for this category doesn’t have to be basic or boring, and our role at Old Spice historically has been to elevate it, moving it from just advertising to entertainment. I believe this is what the new campaign is doing,” said Enric Jiménez Prat, Procter & Gamble’s senior director personal care.

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Running across more than 40 markets across Europe and Central Asia, ‘Unbelievably Long-Lasting’ will be pushed out via TV, out-of-home, digital and in-store.

Pablo Salinas, co-Executive Creative Director (ECD) at Burns said: “It’s a dream to work again with one of our favourite brands, especially on an international project like this. Also, we allowed ourselves to pay homage to Old Spice’s most iconic campaign, one that made us realize that incredible things can be done in advertising.”