Old Spice, along with Wieden + Kennedy Portland launched a new ad campaign for Old Spice Red Zone body sprays featuring the return of Terry Crews.

The "Smell is Power" campaign features a total of five separate spots. The opening spot (seen here) will debut during the NFC playoffs game this weekend.

What is super interesting is that the second phase of the campaign will see Old Spice partner with fellow P&G brands Bounce and Charmin in "co-branded" commercials. The spots will start off as regular ads for Bounce or Charmin, then will be taken over by Crews to show how powerful the smell really is.