It’s in with the new at Old Spice!

The popular line of men’s grooming products has welcomed a brand new spokesperson and a whole new tagline.

Actor Thomas Beaudoin, who hails from Drummondville, Quebec, is the new frontman for the Swagger line of grooming products, and less than one week since it’s debut, the ad has already racked up over 3.7 million views on Youtube.

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The Quebecois actor also stars in a second Western-themed ad starring actor Alberto Cardenas. Together, they bring new life to the menswear brand with along with the updated tagline, “Smell ‘Em Who’s Boss.”

“Once there was a man who wanted to be the man. But that man lacked the confidence to be the man. Then along came Old Spice Swagger and Desperado,” the ad agency behind the spot, Wieden + Kennedy, described. “And soon that man smelled like the man. But not just the man. A better smelling version of the man.”

Watch the ads below.