In Mexico, we don’t say “you smell bad” or “your armpits stink”; we say “Te chilla la ardilla" (The squirrel is screaming).
Old Spice got the vibe and decided to use its fun and irreverent tone to portray those everyday moments when our “ardilla” gets a little too excited.
Crowded public transit, training to failure, emotions that leave you sweating bullets…
When the “ardilla chillona” appears, Old Spice steps in to silence it with the best solution.
Whether by joining conversations, memes and current trends, or generating content from the brand's own territories, we kept Old Spice present on social media with humor and relevance.
Agency: LLYC México
Copywriter: Jaime Torres (Towers)
Art Directors: Sandra Candelaria | Anthony Pineda