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Fact, Peruvians love soccer and The Copa América captured all conversations nationwide. During the tournament commercial saturation is overwhelming and it makes it almost impossible for a brand to capture the attention and generate interest. Old Spice´s challenge was to capture the attention. To do this we found a character that would help amplify the brand messaging and attributes in an organic and relevant way. The character had to bring together Soccer, Humor and generate a sense of pride for Peruvians.
To do this we used Luis Advincula, a Peruvian soccer national team player that participated in the tournament in a way no one expected. Through understanding the consumer better and the need to connect emotionally a parody of the famous Terry Crew Campaign was brought to life through our influencer in a fun and relevant way that caught everyone’s attention.

Since Old Spice is fast in blocking bad odor, we decided to use Peruvian Defense Luis Advincula for his well known attribute of blocking plays during the games. This particular characteristic was perfect to establish the connection between football and Old Spice with Peruvians.