Old Spice has launched a new campaign to promote their line of Old Spice Red Zone body sprays. The campaign is dubbed ”Smell is Power” and introduces a new body spray scent Danger Zone aka “the scent of courage”.

Terry Crews, the former NFL star returns to advertise Old Spice once again, showing us how this new scent can transform a regular smelling man, into a man that smells like power.

This super-powerful explosion-scented commercial, that will run exclusively on Old Spice social media channels, was Directed by Tim and Eric from the Tim and Eric Awesome Show, and the whole campaign that will feature a total of five commercials, including two 30-second and two 15-second television advertisements, was developed with advertising agency Wieden+Kennedy.

The second phase of the campaign, Old Spice will unveil two first-of-its-kind co-branded television commercials, with Procter & Gamble brands Bounce and Charmin. They will appear as ordinary commercials, promoting these two brands that are not associated with Old Spice, until Terry bursts in, to show us that Old Spice smells so much like power, that it sells itself in other brand’s commercials.

Its a great idea, as it helps co-promote two brands, Old Spice at a new target audience, and Bounce and Charmin will surely be seen by the Old Spice’s already big fan base.