To promote the new Old Spice Durascent technology that can make you smell great forever, we created an ad inside an ad inside an ad inside an ad inside an ad inside an ad that became the first endless ad ever made. For real: it even got into the Guinness World Records. To make this possible, we created thousands of clips that are randomly displayed for all eternity at our dedicated website. Through basic combinatorial analysis, we made sure the video would never repeat itself. Even if you watch it for one thousand years.

P&G just launched its new Durascent fragrance in Latin America: a deodorant technology that makes your nose never get used to your own scent. In other words, the Old Spice amazing fragrance can now last forever. Now, the brand needed to promote the new product feature in Latin America through a stunt with a limited media budget. So they challenged us to create unformatted content that could be relatable to its target audience.