Old Spice hits the Super Bowl--in Alaska--with a new spot out of Wieden + Kennedy, Portland, promoting the brand's new premium--and apparently, sophisticated new line of guy scents, including Wolfthorn and Hawkridge. Directed by MJZ's Tom Kuntz, a mysterious man makes a grand entrance at a schmancy party, attracting the attention of a femme fatale. She's all hot and bothered and can't put a finger on why she's so drawn to him--could it be the pair of lupine shoulder pads adorning to his suit?

The spot debuts on Sunday, airing on the big game in Juneau, only--a nod to the state with the country's largest wolf population-- but has already launched on YouTube. The campaign also features print, rich media and digital banners, as well as another fantastic online film, featuring a man with a winning poker hand who can do nothing but fold in the presence of another sophisticated player--and his team of falcon thugs.

The campaign and product line represent what seems to be a new turn of events for the Old Spice. The brand has long shed its association with grandpa's smelly cologne, but this latest work seems an attempt to embrace those stuffy roots. Even some of the product bottles looks like Old Spice of old.