The actor ad-libbed
much of the material in the eight ads during a daylong shoot, signing off with such politically incorrect tag lines as "Don't smell like a turtle cage" and "The finest street-legal antiperspirant you
can get outside of Mexico that's not poisonous."
The campaign is the latest move aimed at reinvigorating the Old Spice brand. P&G has reached out to younger males with grass-roots marketing, replacing the clipper ship on the cologne bottle with a sleek racing yacht and adding product lines such as High Endurance and Red Zone. "What was a sleepy brand has become a fantastic growth story," says James Moorhead, Old Spice brand manager.