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Terry Crews, the star of one of the first viral Old Spice commercials—the ‘Odor Blocker’ campaign launched last year—is back in the latest Old Spice ‘Smell is Power’ campaign.
The Old Spice ‘Smell is Power’ campaign promotes the brand’s new scent, Danger Zone, which is used in a new line of body spray, body wash and deodorant. Referred to as “the scent of courage,” the Danger Zone smell was created for young men to inspire confidence and power—hence the tagline “smell is power.”
The Smell is Power campaign, created by the Wieden + Kennedy, includes two commercials, one of which is shown here. In this video spot, called ‘Blown Mind,’ Crews says that Old Spice’s body spray will make you feel so powerful, it will blow your mind “right in front of your face.” Not one to disappoint, his brain floats out of his head and subsequently explodes while he watches.