Diego Boneta, who played Mexican singer Luis Miguel in Netflix’s eponymous biography series, has teamed up with Old Spice in a TikTok campaign showcasing the odor and sweat-eliminating powers of its new sprayable antiperspirant.
Mexican pop star and actor Diego Boneta, known for his role in Netflix’s Luis Miguel: The Series and the 2012 film Rock of Ages, has teamed up with personal care brand Old Spice in a cheeky new episode of “Smell Ready for Anything” from the brand. campaign. The star took to TikTok to endorse the brand’s all-new Sweat Defense dry spray antiperspirants with her signature charm.
In the first of two videos, Boneta gives herself a pep talk in the bathroom mirror before hosting an awards show. “Come on, Diego. You can do it – it won’t be sweat. Then suddenly he realizes that there will indeed be sweat, as he begins to sweat anxiously. Fortunately, Old Spice Sweat Defense Dry Spray comes to the rescue. Boneta reads on the bottle: “Ridically long-lasting sweat protection!” And with a quick spray under each armpit, he’s instantly transformed – a mist of sweat-wicking molecules consumes him and he reappears ready to be rewarded in a sleek cornflower blue suit with a confident new attitude.
@diego Add that confidence to your day with @Old Spice Sweat Defense Dry Spray #SmellReadyForAnything #AvailableAtWalmart #SponsoredObviously ♬ original sound – Diego Boneta
It was a role he was eager to take on. “I’ve always been a fan of Old Spice and I’ve been using Old Spice for a very long time,” he told The Drum. “And I’ve always been a fan of their campaigns – the comedy they use in those iconic moments. And when they approached me and said, ‘Let’s collaborate on a campaign together’…it was a evidence.”
And the brand intended to involve Boneta in the end-to-end process to bring the campaign to life. The company’s vice president, Matt Krehbiel, explains that the star actually helped “create history through his single lens, taking on a leadership role both behind and in front of the camera.”
The TikTok spots were developed in partnership with media agency Citizen Relations and Boneta’s own production company, Three Amigos. But Boneta helped develop the concept, script and execution. “We were bouncing around on ideas, and [trying to figure out] how to make it funnier, how to make it more iconic, how to make it more in everyone’s vein [classically funny] Old Spice campaigns,” he explains. “We had a lot of fun shooting it.”
Boneta says he’s “delighted” to also be part of the 84-year-old brand’s ongoing efforts to expand into LatinX markets. In December, Old Spice teamed up with Spanish-language media giant Univision to launch a 30-second advert featuring actors Angélica María, Arath De La Torre and Adriana Morales.
“[Old Spice is] iconic, and launching this new campaign with them, I’m really happy with what we’ve done,” says Boneta. “I think it’s fun and funny – and I’m thrilled to be part of the Old Spice family.”
Boneta is the brand’s new celebrity spokesperson in an expanding range; the list also includes electronic artist Marshmello, Grey’s Anatomy actor Jesse Williams and Marvel star Simu Liu.
Boneta is juggling a number of new projects. In April, he signed a new deal with Prime Video to star in and produce “a lot of different projects” that will include both original television and film content. The content will be available to watch starting in 2023. Additionally, next month the actor will be on the big screen alongside Andy Garcia, Gloria Estefan, Adria Arjona and Isabela Merced in Warner Bros. Remake of Father of the Bride focused on Cuban culture.