Old Spice Crashes Into Ads for Other P&G Brands

Terry Crews ambushes Charmin, Bounce

Isaiah who? Suave Old Spice pitchman Mustafa is just a fading memory when manic spokesfreak Terry Crews is in the house. In fun new spots from Wieden + Kennedy, Crews cuts through the clutter with wall-wrecking, all-capped ferocity, crashing staid commercials for Procter & Gamble sister brands Charmin and Bounce to deliver lines like, "OLD SPICE BODY SPRAY MAKES YOU SMELL LIKE POWERRRR! IT'S SO POWERFUL, IT SELLS ITSELF IN OTHER PEOPLE'S COMMERCIALS!" Whoa. In a third spot (after the jump) not co-branded with another P&G product, Crews uses his powerful magic breath to turn a skinny nerd into a skinny nerd-pharaoh, then into a vending machine, before smashing his fist through the glass to grab some potato chips. Watch these "Smell Is Power" clips at maximum volume for a few minutes and you could lose your mind, much as Terry did in his last Old Spice outing. Such awesome wackiness restores my faith that there really is a god out there somewhere and—HE SMELLS LIKE POWERRRR!

@DaveGian davegia@hotmail.com David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.