Old Spice directs our attention to hair—long, thick and flowy manes straight out of the ‘70s—in a new series of ads from Wieden & Kennedy Portland.

Three spots promote the brand’s new men’s hair thickening system by taking viewers back to the age when leonine ‘dos and fondue were all the rage. In fact, the new ads deftly combined both of those popular trends from the days of disco to make its point. 

A spokesman with lustrous, wavy tresses to rival a young Leif Garrett or John Travolta pulls the new products out of a vat of the cheesy stuff or digs them out of his luscious locks, which also double as a safety net for a cocktail that drops out of the sky. “In just two weeks you can have the thick looking hair of yesterday, but today,” he says. 

The spots were directed by Edwin McGill out of Hey Presto!