Bruce Campbell, star of
Old Spice campaign

To compete with Axe's "How Dirty Boys Get Clean" campaign of recent years, Old Spice shifted its long-standing account with Saatchi to Wieden + Kennedy in 2006 and has launched a new campaign, writes the New York Times.

The result of an estimated $100 million a year budget is Experience is everything, a TV, print and online campaign that takes a cheeky look at modern masculinity. From beloved male celebrities - like Bruce Campbell of "Evil Dead" fame - to a suggestive ad of a woman licking an ice cream cone, the campaign moves into a humorous space similar to Axe's.

Old Spice's aftershave dates back to 1938, and over the years P&G relied on "Brand X" demonstrations against its competitors in its advertising. And in the nineties, Old Spice used sports celebrities like Charles Barkley to push its products.

But in the new millenium, Old Spice has had to deal with Axe's tremendous growth in the States thanks to agency Bartle Bogle Hegarty's zany, off-kilter advertising approach.