Agency Party Land brings more comedy and original music to its latest work for Every Man Jack, in which the client’s deodorant holds up even on an absurdly painful day for a hiker whose exertions include running from angry hornets.

A pleasant mountain biking outing turns nightmarish for our protagonist in the 30-second spot below, as he suffers bangs, bruises and stings—even, we’re told, temporarily dying before self-reviving and continuing his adventure.

The spot is set to an original song written by Party Land’s creative team.

The campaign, themed “Still Smell Good,” follows another musical effort last fall, “Them Beardles,” which featured a group of dudes who used their own beards as musical instruments.

“In our ‘Still Smell Good’ campaign, it’s not just about having a good time and sharing laughs; we’re also focused on earning consumer trust in our clean deodorants,” said Ellie Off, VP of marketing at Every Man Jack. “In a category where confidence means everything to our consumers, our campaign showcases how Every Man Jack deodorant offers dependable odor control combined with rugged, outdoorsy scents for unbeatable effectiveness. Through a series of hilariously memorable events, we drive this message home, fully embracing the personality and humor that Party Land has helped infuse into our brand to resonate with our core audience.”

The campaign will air nationwide on broadcast and connected TV, with a focus on live sports. It will also run across social and digital media platforms. 

“The most effective comedy is inspired intrinsically from the product,” said Matt Heath, co-founder and chief creative officer at Party Land. “In this case, Every Man Jack’s deodorant lasts a crazy long time and comes in great smells. Duration: Still. Scent: Smell good. ‘Still Smell Good’ was the simplest way to describe the benefits, so we married it with the brand’s unique sense of humor, and then said it over and over and over—just banking efficacy points.”

Every Man Jack deodorant sales have grown more than 35 percent year-over-year, outpacing category growth of 11 percent, the brand said.