• by Joe Mandese  @mp_joemandese, June 21, 2012

Of all the new creative Procter & Gamble marketing chief Marc Prichard unveiled at the Cannes Festival of Creativity today, a new one for Old Spice Body Spray is perhaps the most unusual, and most risky.

Mainly because it features an ad that simply hijacks other ads.

One of the executions shown by Pritchard starts as a fairly conventional spot for P&G’s Bounce fabric softener brand, which is then invaded by an over-the-top Old Spice Body Spray character who crashes into the set on a jet ski.

His punchline: “It’s so powerful it sells itself in other people’s commercials.”

We’ll see.