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Old Spice's new 'Smell is Power' campaign features Terry Crews, highlights new scent


CINCINNATI — Old Spice has launched a new advertising campaign for its Old Spice Red Zone body sprays to introduce the new Danger Zone scent.

The "Smell is Power" campaign also marks the return of Old Spice spokesman Terry Crews. Crews, who last appeared in the brand's Odor Blocker campaign, demonstrates how the scents of Old Spice body spray can transform a regular smelling man into a man who smells like power.

Developed with Portland-based advertising agency Wieden+Kennedy, Old Spice's "Smell is Power" campaign features a total of five commercials, including two 30-second and two 15-second television advertisements, and one 15-second spot that will run exclusively on Old Spice's social media channels on Facebook and YouTube. The campaign will kick off with the debut of the 15-second spot "Blown Mind" during the NFL's NFC Divisional Playoff Game on Jan. 14. The four other spots will begin airing the first week of February.

As part of the second phase of the "Smell is Power" campaign, Old Spice will unveil two co-branded television advertisements with Procter & Gamble brands Bounce and Charmin. First appearing as ordinary commercials to promote the Bounce Dryer Bar and Charmin Freshmates, each television spot is eventually taken over by Old Spice spokesman Terry Crews, who literally busts through each ad to illustrate how Old Spice body spray smells so much like power it sells itself in other brand's commercials. The campaign also reunites Old Spice with comedy director duo Tim Heidecker and Eric Wareheim, well known for Adult Swim's "Tim & Eric Awesome Show, Great Job," and who will premiere their new feature film "Tim & Eric's Billion Dollar Movie" at the 2012 Sundance Film Festival later this month.

The Old Spice "Smell is Power" campaign will run on Adult Swim, BET, Comedy Central, ESPN and other channels. In addition, digital ads will appear across a number of sports, entertainment, humor and gaming outlets.

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