The new Old Spice Captain makes you smell so fresh and epic that there was nothing in the sea with which to compare it and explain its smell. Hence, the need to create that something: "The most epic seafaring legend ever told". The quest of a man trying to retrieve the arm taken away from him by a sea. A story was created on Instagram where 1,500 users decided how the story would unfold and even sent photos to put a face and body to the characters.