When Old Spice set out to create a new commercial with Cole Caufield, one of the most beloved players of the Montreal Canadiens, the vision was clear: humor, personality, and unmistakable energy. But bringing that vision to life required a production team capable of capturing both the comedic world of Old Spice and the authenticity of the athlete.

That’s where Neuf Cinq Films came in, producing the Old Spice commercial with Cole Caufield, entirely filmed in Montreal and directed by long-time collaborator Vincent Bonin-Arena.

The result is a lively, memorable commercial with a behind-the-scenes process as entertaining as the final product.

A director with a cinematic voice: Vincent Bonin-Arena

For this project, we once again collaborated with director Vincent Bonin-Arena, a Quebec filmmaker whose work has been presented around the world — Cannes, Los Angeles, Rome, Paris, and more. His feature film Nouvelle Personne was recently showcased at the Berlinale.

Vincent’s strength lies in his ability to merge arthouse filmmaking with commercial storytelling. He brings a human, grounded tone to everything he directs, making him the ideal choice for an Old Spice commercial filmed in Montreal that needed both style and comedic precision.

His sense of timing, subtle camera work, and ability to guide non-actors made him the perfect fit for the tone of this campaign.

Why Cole Caufield was the perfect Old Spice ambassador

Cole Caufield is more than an NHL talent. He’s charismatic, approachable, and deeply loved in Montreal. For Old Spice Canada, choosing him meant selecting:

• A recognizable NHL athlete

• A youthful, relatable personality

• An individual who fits naturally into humorous scenarios

• A face that resonates instantly with fans across Quebec and Canada

For Neuf Cinq Films, producing a commercial with a Montreal Canadiens player, for a global brand, and filming it right here in Montreal was a perfect opportunity to highlight the strength of Montreal commercial production.

A 100% Montreal commercial production

This campaign required speed, precision, and creativity — all strengths of the Montreal production ecosystem.

Montréal offered:

• Highly skilled technical crews

• Accessible and versatile studio infrastructure

• A strong industry for sports celebrity commercial production

• A city well-suited for fast-paced, efficient shoots

Our team coordinated every element of the Old Spice commercial filmed in Montreal, ensuring:

• A smooth production day

• Efficient camera setups

• A comfortable experience for the athlete

• A tight schedule optimized for Cole’s availability

With Montreal’s resources and Neuf Cinq Films’ experience, the entire campaign was executed flawlessly under an accelerated timeline.

Behind the scenes: directing an NHL player in a humorous ad

Directing a professional athlete requires a different approach than working with trained actors.

It means:

• Encouraging natural reactions

• Creating scenarios that feel genuine

• Adjusting direction to fit their strengths

• Keeping the shoot fast, efficient, and enjoyable

Cole excelled on set: he was collaborative, relaxed, and ready to dive into the humor — all while maintaining the credibility of an NHL player appearing in an Old Spice Canada commercial.

The behind-the-scenes moments revealed great improvisation, spontaneous reactions, and Vincent’s instinctive adjustments to capture the best take quickly and effectively.

Montreal as a hub for international commercial campaigns

More and more global brands are choosing Montreal as a production destination. This Old Spice campaign is a perfect example of why.

The city offers:

• International-quality crews

• Competitive production budgets

• Bilingual teams who understand cultural nuance

• Studios suited for comedic, lifestyle, or sports campaigns

• A thriving creative environment

This international commercial shot in Montreal shows how the city continues to attract major brands looking for a production landscape that blends artistic talent with logistical efficiency.

Neuf Cinq Films: expertise in celebrity and sports commercial production

Producing commercials with athletes or public figures requires precision, experience, and specialized planning. Neuf Cinq Films has developed expertise in:

• Working with sports celebrities

• Managing tight schedules and high-profile talent

• Directing non-actors with confidence

• Collaborating with agencies and international brands

• Delivering polished, narrative-driven creative work

Our goal is to create a production experience that is seamless for brands, athletes, and creative teams alike.

Old Spice humor, reimagined with a cinematic touch

Old Spice is known for bold, exaggerated humor, and this campaign was no exception. But Vincent Bonin-Arena brought a unique cinematic sensibility to the project, adding:

• Visual humor built on timing rather than exaggeration

• Clean and stylized framing

• A subtle, polished directorial tone

• A balance between comedy and authenticity

It results in a commercial that feels unmistakably Old Spice while standing out with a refined, film-inspired visual signature — something rare in sports celebrity commercials in Canada.

The impact of athletes in modern advertising

Athletes today play a much broader cultural role than ever before. Their presence brings:

• Authenticity

• Emotional connection

• Social relevance

• Instant credibility

Cole Caufield embodies positivity, humility, and a vibrant personality — qualities that elevate the impact of any marketing campaign.

When blended with Old Spice’s energy and Neuf Cinq Films’ production expertise, the final result becomes more than a commercial; it becomes a moment rooted in culture, sport, and entertainment.

Conclusion: a bold, funny, distinctly Montreal-made collaboration

The Old Spice commercial Cole Caufield, produced by Neuf Cinq Films, showcases everything that makes Montreal an exceptional production hub:

• A world-class athlete

• A global brand

• A cinematic director

• A talented and efficient production team

• A city filled with creative energy

Old Spice brought the humor.
Cole brought the charm.
Vincent brought the artistry.
And Montreal brought the momentum.

Together, we created a campaign that is memorable, sharply executed, and proudly produced in Quebec.