The masculine brand Old Spice is often associated with bulky, beefy, and hunky men, like model Fabio and Isaiah Mustafa, also known as the Old Spice Guy. Now, thanks to a new campaign led by Wieden + Kennedy, Old Spice models are now a little closer to home – or at least the not-so-beefy Average Joe.

A new series of Old Spice TV and print ads won’t be featuring rock-hard abs and deep sexy voices anymore. Instead, they will be adding a more comical twist by featuring simple-looking guys like a sea captain, rock star, and even a jet pilot billionaire. Though these fellows might not actually represent the general population of Average Joes, they still offer that quirky edge that tickles the fancy of the Old Spice-buying populace. The ad director, Tom Kuntz simply states that in his commercial concept, Old Spice can transform these silly guys into manly men.

Old Spice