Ultimately, Fabio failed to dethrone the Old Spice Guy, but he’s now facing some new competition from someone less beefy—the average Joe. In Wieden+Kennedy’s latest effort for the brand, “Smell Better Than Yourself,” MJZ director Tom Kuntz returns in fine form to illustrate how Old Spice can turn the schmoeist schmos into the manliest of men, like the fantastic, sea-creature abusing Sea Captain you see here. The campaign also includes a Rocker (in print), and a spot debuting next week will star a billionaire jet pilot.

(via Creativity Online)