Old Spice, which previously encouraged guys to “believe in their smelf,” now launches another U.S. campaign, which also touches on the smelling theme—“Answer the Smell of the Wild.” The new promotion, developed by Wieden & Kennedy in Portland, Ore. (the agency is behind all the campaigns the brand has rolled out in the past years), features two spots, which demonstrate how the inner beast can help you be a true man—both with ladies and in the game. With the new push, created to support the launch of the Wild Collection (Wolfthorn, Hawkridge, Foxcrest scents), Old Spice continues to reveal the secrets of manliness with a pinch of refined humor.

Both of the ads, “Irresistible” and “Poker Face,” which have already appeared on the brand’s YouTube page and will soon launch on TV across the USA, demonstrate how the wild nature can help any guy be a winner all the time. The first of the commercials features a square-jawed man, who shows up at an upscale party (a ball, actually) with two snarling wolves, “attached” to his shoulders with their forepaws—the wolves create an atmosphere of wilderness, which adds to his James Bond-ish image. Of course, a lady, which spots the hunk in the very beginning of the commercial, just can’t resist his strong charisma and agrees to leave the party in a red car right from the ball’s hall. In the second spot, the guy gets some help from hawks, which surround him and with their cold eyes and loud voice make his poker opponent fold a royal flush—the hawk-guy turns to be the winner in the situation where he might be a loser. In both of the ads, the protagonists (the ones with wild animals behind their backs) use products from the new Wild collection, which unlock the wild power, hidden within their bodies under the thick layers of polished manners.

Unlike its rival AXE, Old Spice tries to be relevant to both male and female consumers (since they buy the brand’s products for their men). For instance, in one of the latest spots, the woman explains her feelings in the voiceover, and the Old Spice man in the highly popular The Man Your Man Could Smell Like promotion—wrapped-in-towel Mr. Mustafa—definitely appeals to the female part of the audience. The girls theme per se is not the key one in the brand’s latest promotions. “The other things that are important besides girls are money and winning,” commented Jason Bagley, a creative director at Wieden & Kennedy. With the new push, Old Spice, which targets males aged 18 to 24, aims to reach the older consumers in this group, and that’s why the more refined settings and storylines were introduced (no half-naked bodies, aggressiveness or school humor). “The idea is that these primal scents bring out the wild, masculine side of men,” while bringing in “a little more sophisticated look and feel,” shared Bagley to The New York Times.