Old Spice Stakes Claim to Tony Stewart's Armpits

If we ever thought Old Spice was past its prime, we were horribly wrong. We should have guessed they had long-term comic genius when they enlisted Bruce Campbell to help them win youngbloods with winning condescension.

The grand old deodorant brand hits us again with a spot called Armpit for its Collector's Edition. Compiled by Wieden+Kennedy, it begins and ends with the maniacal laughter of the company's "marketing president," Alex Keith.

We don't want to blow the spot for you but this http://www.adrants.com/images/tony_stewart_armpit1.php','popup','width=648,height=778,scrollbars=no,resizable=no,toolbar=no,directories=no,location=no,menubar=no,status=no,left=0,top=0'); return false"">print ad sums up the humor and vibe.

Armpit marketing is actually a clever idea. And good inclusion of exclamation points! It gives the whole concept just the right amount of trying-hard! pomposity.

We love Old Spice. If we were 100 percent male back here, we'd all be Axe wearers, but boy do we love Old Spice.