According to ad agency Weiden & Kennedy, the ad took three days to shoot, and 57 takes.
It's a real location. Shot on a beach, on the mock-up of a three-walled bathroom. The bathroom gets lifted, to reveal the back of a boat.
Even more clever, the star, Isaiah Mustafa (also an NFL wide receiver for four years) then gets on a moving platform that seamlessly drops him onto a horse.
The only special effect is the sea shell turning into diamonds -- everything else was real.
Watch the Old Spice ad and The Early Show's take on the latest YouTube sensation: