TIME Business

There’s a New, Weird Old Spice Ad

There's a lot of screaming.

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In the new Old Spice ad starting to go viral, actor and former NFL player Terry Crews shaves himself — quite literally, a version of himself that is the size of a hair follicle. And he screams. A lot.

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But considering how painful a bad shave with an electric razor can be, the screaming may actually be quite appropriate.

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