Old Spice

Huele como un tío, tío

Challenge: I was approached as a freelance creative to transcreate a series of lines that would be adapted and used as headlines in different assets and media. The campaign promoted a range of deodorants, body sprays, aftershaves, shower gels, and fragrances in Spain, targeting males aged 25-45.

Insight: Old Spice's tongue-in-cheek tone of voice needed to be preserved and translated into the Spanish sense of humour.

Solution: I translated the brand sign offline, ‘Smell like a man, man’ as "Huele como un tío, tío." For print they also used "¡Hombre, sé un hombre!"