Marketing Brand Strategy Social Media

Luis Miguel star Diego Boneta sprays on the charm in new Old Spice campaign


By Kendra Barnett | Senior Reporter

May 24, 2022 | 5 min read

Diego Boneta, who played Mexican singer Luis Miguel in Netflix’s eponymous biography series, has teamed up with Old Spice in a TikTok campaign showing off the smell- and sweat-eliminating powers of its new sprayable antiperspirant.

Diego Boneta talking to himself in the mirror while wearing a white Old Spice robe

Diego Boneta endorses Old Spice's new sprayable antiperspirant / Old Spice

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 installment of the brand’s ‘Smell Ready for Anything’ campaign. The star has taken to TikTok to deliver an endorsement of the brand’s all-new Sweat Defense Dry Spray Antiperspirants with his signature charm.

In the first of two videos, Boneta is seen giving himself a pep talk in the bathroom mirror before he hosts an awards show. “Come on, Diego. You can do this — this will be no sweat.” Then suddenly, he realizes there will indeed be sweat, as he starts to anxiously perspire. Luckily, Old Spice Sweat Defense Dry Spray comes to the rescue. Boneta reads off the canister: “Ridiculously long-lasting sweat protection!” And with a quick spray under each armpit, he’s instantly transformed — a mist of sweat-killing molecules consumes him and he reappears awards show-ready in a slick cornflower blue suit with a confident new attitude.

@diego Add that confidence back into your day with @Old Spice Sweat Defense Dry Spray #SmellReadyForAnything #AvailableAtWalmart #SponsoredObviously ♬ original sound - Diego Boneta

It’s 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 tells The Drum. “And I've always been a fan of their campaigns — the comedy that they use in those iconic moments. And when they approached me, and said, ‘Let's collaborate on a campaign together’ was a no-brainer.”

And the brand was intent on getting Boneta involved in the end-to-end process of bringing the campaign to life. The company’s vice-president Matt Krehbiel explains that the star actually helped to “craft the story through his unique lens, taking 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 to develop the concept, storyline and execution. “We were bouncing off ideas, and [trying to figure out] how to make it funnier, how to make it more iconic, how to make it more in the vein of all those [classically funny] Old Spice campaigns,” he explains. “We had a lot of fun shooting it.”

Boneta says he’s “thrilled” 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 ad starring actors Angélica María, Arath De La Torre and Adriana Morales.

“[Old Spice is] iconic, and in launching this new campaign with them, I'm really happy with what we did,” says Boneta. “I think it's fun and it's funny — and I'm thrilled to be a part of the Old Spice family.”

Boneta is the brand’s newest celebrity spokesperson in an expanding lineup; the roster 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 inked 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. Plus, next month, the actor will hit the big screen, starring alongside Andy Garcia, Gloria Estefan, Adria Arjona and Isabela Merced in Warner Bros.’ Cuban culture-focused remake of Father of the Bride.

For more, sign up for The Drum’s daily US newsletter here.

Marketing Brand Strategy Social Media

More from Marketing

View all


Industry insights

View all
Add your own content +