Launching its new Hardest Working Collection line of anti-perspirants and body washes, Old Spice introduces a new character -- the Legendary Man -- and has a great time spoofing pretentious fragrance ads.
With the tagline 'Legendary Protection for Legendary Men," the ads, by W&K Portland and directed by Steve Rogers of Biscuit and Revolver, show the character achieving ridiculous feats, such as playing tennis -- with two rackets, blindfolded (with sunglasses on top) and on the back of a whale.
In another ad, he's bursting into flames while driving a rocket car across the desert, without "even the most basic level of engineering degree." All the while, he's spouting ridicuous faux-philosophical questions in a vaguely European accent.
The briliant copywriting includes lines such as "Is there a limit to how much living I can live with my life?" and "if you fill your brain with knowledge, there won't be any room for dreams." Looks like The Man Your Man Can Smell Like and Dos Equis' Most Interesting Man in the World have some competition.
As part of the wider campaign for Hardest Working Collection, Old Spice is teaming up with Tough Mudder as an official partner of the obstacle course series. It's also created a series of digital infomercials, hosted by "King of Products" Bob Giovanni, promoting its 1-800-PROVE-IT money-back guarantee.
And if you're worrying that this means the end of pitchman Terry Crews, don't despair -- Crews will appear in a series of five-second product technology ads for the line.