Old Spice front men return with an unlikely double fist of Timber and Bearglove

It’s usually a source for some concern when advertising gets self-referential: can’t they find anything to say about the product?

Procter & Gamble’s Old Spice has two new lines it seems; Timber and something called, I think, Bearglove – hmm.

So we have Old Spice spokesman Isaiah Mustafa making a return along with one of his successors the unbelievably loud Terry Crews.

Well it’s OK, as you’d expect from Wieden+Kennedy HQ. But a bit desperate. And Bearglove? Who’s gonna buy that?

MAA creative scale: 6.