This time it introduces a new mascot--a telepathic bulldog who knows exactly what men are thinking (and gives them a good lecture on skincare too). Directed by Gary Freedman of Independent Films, the spot sees the bulldog speaking to a man who's about to rob a bank. He tells him to take off the pair of tights he just put over his head, and says he knows he's turned to desperate measures to fund trips to various friends' weddings, one of which is in Fiji. The bulldog gives him some good advice ("You're a man though, you can wear the same suit to every wedding") and then tells him to sort his skin out. The ad ends with the line "Bulldog understands men."
While it's not quite Old Spice, we have a feeling the telepathic bulldog is an idea that could run. Plus, Adam&Eve has form with dogs--just look at Buster the Boxer.