Castaways Get Sweaty and Stinky on Old Spice's Tropical Island

'Cold Spice' comes to the rescue

If you’re ever shipwrecked on a sweltering tropical island, never fear. The penguins—chillest birds of all—will provide relief. That’s the premise of Old Spice’s silly :60 below. Developed with Madrid-based agency Burns, the work breaks today across Europe.

The approach provides a cute continuation of O.S. themes, mixing the brand’s trademark absurdist humor with its more recent nautical notions:

“We had to be both physically and mentally prepared to shoot for three days in 100°F heat” on Mexico’s Caribbean coast, recalls Maxi Blanco, who’d directed via Landia. “Since it was a real location, the production challenge was enormous for all teams involved.”

Imagine how those penguins felt, so far from the South Pole. Little dudes need a better agent.

The team strove to craft “smart, ridiculous and memorable” work, says brand director Alejandro Guerra. “‘Cold Spice’ brings that spirit to a category that could use a little more fun.”

Along with TV and digital, the work boasts OOH and in-store components, too.