Old Spice has launched a new ad campaign across Europe and Central Asia to promote its upgraded, long-lasting fragrance formula.

Created in collaboration with agency Burns, the commercial takes place aboard a filthy pirate ship, where a young pirate is accused of being an intruder because he smells shockingly fresh. “No one can smell this good for this long!” the captain exclaims before sentencing him to walk the plank.

However, after a backflip into the ocean, the accused pirate resurfaces riding a giant seahorse, leaving the crew in stunned silence. As he rides off into the sunset, even the ship’s parrot decides to join him.

The ad concludes with the tagline: “Unbelievably long-lasting. It can only be Old Spice.”

For blockbuster appeal, the commercial was filmed on an authentic pirate ship, the Nao Victoria, docked on the Costa del Sol. Directed by Martín Jalfen, the production featured an international cast to bring the high-seas adventure to life.

The campaign will run across TV, digital, in-store, and OOH platforms throughout Europe. Alongside the main film, additional formats include a 20-second antiperspirant spot, a 15-second shower gel ad, and multiple short-form variations.