Procter & Gamble has released a new brilliantly humorous ad for Old Spice following the launch of the deeply emotional and dramatic videos in the ‘Thank you, Mom’ campaign. The baldest brand in the company’s portfolio is presenting a skinny man, who managed to reach all of his ambitious goals with the help of affirmations recorded on tapes, which are played via a walkman designed as an Old Spice deodorant packaging. The ‘I Will Live Forever’ advert, created by Widen+Kennedy (the agency behind P&G’s Olympic push), was released yesterday, July 23, as part of the ‘Believe In Your Smelf’ campaign, launched in spring 2012.

In the ad, a skinny man in blue swim briefs starts his career of a swimmer, repeating his goals he hears on the tape. “I will make it to the big championship. I will win all the first place medals and most of the other ones. I will cure all the world’s problems. I will die a hero. But I will live forever for my premium table crackers,” says the bearded protagonist in the ad. And he manages to do everything he wants—he really gets all the medals, finds a solution to all the problems in the world, invents a new swimming style and a line of crackers which makes facial hair grow faster (even kids get a long beard when eating them), and finally dies as a hero and lies in a coffin with the medals all over his corps.

“Luxury. Comfort. Privilege. Muscles. These benefits and more could all be yours, when your eyes watch this commercial,” assures the brand in the description to the video. Watch the ad, and feel the desire to reach the heights rising inside.