With the goal to appeal to men’s wilder side, Old Spice has developed a new character, “Mr. Wolfdog”, and appointed him Director of Marketing for Old Spice. Mr. Wolfdog will be releasing a series of “how to succeed at life” videos this week, and blogging day-to-day on his personal Tumblr.

Do you like Old Spice’s aggressive advertising strategy or do you think it’s too over the top? Watch the video below to decide for yourself.