- Dutch DJ/production duo Bassjackers is headlining Old Spice's newest global campaign, filmed live in Ibiza.
- The spot follows Marlon Flohr hyping a packed festival crowd, then ducking backstage for an Old Spice refresh before meeting fans.
- The deal lands mid a huge 2026 for the pair, with Tomorrowland sets and viral singles "Jump Around" and "Blow Your Whistle."
Bassjackers is the newest face of Old Spice, headlining the grooming giant’s latest global campaign with a high-energy spot filmed on location in Ibiza.
The ad follows Marlon Flohr working a packed festival crowd into a frenzy before slipping backstage for a quick Old Spice refresh, then heading back out to connect with fans, all set to the duo’s signature big-room sound.
The partnership adds Bassjackers to Old Spice’s long list of campaign faces, a roster that’s included Kevin Hart, Dolph Lundgren, and Will Ferrell over the years.
This is the latest example of a men’s grooming category leaning hard into celebrity-fronted launches this year: Wilkinson Sword recently made Anthony Joshua the face of its Quattro 4 razor, Gillette tapped Spanish creator DJMaRiiO to front its GilletteLabs Body debut, and grooming upstart Onside signed Jude Bellingham as its first-ever athlete ambassador.
Betting on a touring DJ duo instead of an athlete or actor signals Old Spice chasing music-first, festival-going audiences.
The timing tracks with a massive year for the pair. They’ve kept a relentless global tour schedule, landed marquee sets at multi-weekend festivals including Tomorrowland, and dropped a steady run of 2026 singles led by viral hits “Jump Around” and “Blow Your Whistle.”
Takeaways
Old Spice swapping its usual comedians and athletes for a touring DJ duo is a pretty clear signal: the brand wants a piece of the festival crowd, not just the sitcom-watching one.
Bassjackers bring a built-in, high-energy fanbase that skews younger and more global than a lot of past Old Spice faces, and putting the campaign in Ibiza instead of a studio set makes it feel less like an ad and more like content fans would actually watch anyway.
Does tapping EDM talent over actors/athletes actually move product for a legacy brand like Old Spice, or is it mostly a brand-awareness play? Could this open the door for more grooming brands to chase the festival/DJ circuit?
