Old Spice: Unbelievably Dry

Mar 2025

Old Spice presents their latest commercial spot, 'Unbelievably Dry,' a cinematic production that captures the contrast between strenuous physical exertion and persistent freshness. The narrative follows a group of men rowing across open water, highlighting the effectiveness of the brand's antiperspirant line through a stark comparison of the crew's activity and a single, unaffected individual. The spot utilizes slow motion to emphasize the physical intensity of the rowing sequence, transitioning into clean, sharp product shots against a dark backdrop. The project features creative development and production support from Burns Agency, ROMA, and MCNULTY, with sound and music design provided by The Lobby.

Horizontal, Action, Cinematic

Slow motion

Ocean

TVC / TV Commercial