Old Spice, which has recently enjoyed successful viral video campaigns, has enrolled former NFL star Terry Crews in its new TV and online advertising campaign.
He last appeared in commercials for the brand in 2010 and will now be starring in its new campaign 'Smell is Power' to support Old Spice Red Zone body sprays.
The first of these ads will make its TV debut this weekend (January 14th and 15th) during the NFL playoffs, while four more will be shown in February, one of which exclusively online.
'Blown Mind' will see Crews undertake an over-the-top drill sergeant routine yelling that Old Spice's new fragrance will "blow your mind" at which point his own head explodes.
While these ads are being shown on TV, they will also be supported by online videos on websites such as Facebook, Twitter and YouTube.
Josh Talge, Old Spice brand manager, told Mashable that the brand will be giving fans an early glimpse of the ads via Facebook in order to reward them.
Last year, Old Spice filmed 40 online ads in which two hunks challenge each other to a duel, with consumers being able to vote for the winner on Facebook.
