Shirts off to the deodorant category for teaching we fellas how to do some nifty things. First came Axe in 2009. With some help of a sweat-streaked skateboard god Ryan Scheckler, the company taught us "double pits to chesty"—a Z-shaped motion designed to deposit Axe’s coitus-inducing scents under our arms and on our chests, too! Now we have "Punch," a new Old Spice spot from Wieden + Kennedy in which retired linebacker Terry Crews shows us guys yet another dude maneuver. Pitching the new Old Spice Odor Blocker Body Wash, the former NFL star stands shirtless in the locker room and alternately flexes his pectorals so they bounce. No, we’re not kidding—there are squishy sound effects to accompany it. Hey dudes, you gotta go home and try that. Too bad getting rock-hard pecs isn’t as easy as buying some Old Spice.
—Posted by Robert Klara