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Old Spice is continuing its experimentation with new approaches and rotating spokesmen with a new campaign breaking on YouTube and Facebook that features Terry Crews's exploding head.

In the video above, Crews, a former NFL player perhaps best know as Julius, the father on Everybody Hates Chris, declares that Old Spice Body Spray will make you feel so powerful "It will blow your mind right in front of your face." Then, Crews's head splits open and his brain flies away, leaving him to spout gibberish.

The "Smell is Power" campaign from ad agency Wieden + Kennedy, hits TV on Saturday. Josh Talge, Old Spice brand manager, says the brand wanted to reward fans with an early glimpse of the new ads. The campaign promotes the Red Zone sub-line of body sprays. Talge says Crew was chosen because he epitomizes the idea of power. Though the brand is best known these days for spokesman Isaiah Mustafa from 2010's "The Man Your Man Could Smell Like" campaign, it has used various spokesmen of late, including a September ad featuring a sea captain.

This isn't the first time Crews has starred in an ad. He appeared in a series of Old Spice commercials in 2010, concurrent with the Mustafa campaign.

In a new twist, however, other Procter & Gamble brands will be featured in the ads. In coming weeks, ads for Charmin Freshmates and Bounce Dryer Bar will be interrupted by Crews, who will literally burst through the tableau to make a pitch for Old Spice.

What do you think of the new ad? Sound off in the comments.