Old Spice is pushing a wolf theme further with the introduction of a new spokescharacter, Mr. Wolfdog. The new ambassador of the brand is promoting the Wild Collection, which was introduced by two ‘wild’ commercials in the USA earlier this year. To reveal the best of the beast in each male consumer and advertise the wild scents line, P&G’s brand has tapped the animal with human features.

The spokescharacter is a big boss, new official Chief Marketing Director, who knows how to grow a successful business and live a great life. Mr. Wolfdog is ready to teach it to those who want his wild advice—he speaks using a “patent-pending” voice collar, which translates the wolf language into English.

For the new stage of the promotion, Old Spice has launched a very old-fashioned hub with moving GIF. images on Tumblr—Mr. Wolfdog has also taken over the brand’s Facebook, Google+ and Twitter pages. The new spokescharacter will be posting “how to succeed at life” videos this week and inspire the brand’s fans to live wild lives with a noble attitude. Mr.Wolfdog has a very impressive CV (for instance, he has been Alpha Male of the Deciduous Forest Pack #13588 in Woods, Mont.), so he does know what he says.

The new campaign is developed by Wieden+Kennedy in the recognizable Old Spice style with a pinch of irony, somewhat aggressive attitude and boldness.

“Director Wolfdog brings a unique blend of professional, real-world experience and wild attributes that lend themselves perfectly to the fast-paced, innovative world of Old Spice. We look forward to tapping his unparalleled animal instincts to further enhance the launch of new Old Spice Wild Collection. We continuously strive to hire the most dynamic talent on earth, and given Director Wolfdog’s fierce track record, he is sure to be a force to be reckoned with at P&G,” commented Marc Pritchard, global marketing and brand-building officer at P&G, said in the statement.