Terry Crews played in the NFL (Rams, Chargers, Redskins), has appeared in numerous movies (White Chicks, The Longest Yard, The Expendables) and has starred in TV shows (Everybody Hates Chris, Are We There Yet?).

But he may be best known in current pop culture circles as the fiery, outlandish Old Spice spokesman who bares his chest, flexes his pecks and is able to do odd things with his body parts.

Crews, who last appeared in commercials for the brand in 2010, is back in a new series of ads, part of the umbrella campaign, “Smell is Power,” to support Old Spice Red Zone body sprays, including new scent, Danger Zone.” Danger Zone was described as “the scent of courage in the form of body spray, deodorant and body wash.”

Viewers will get to see Crews in the campaign’s first spot, “Blown Mind,” this weekend during the NFL playoffs. Four more ads will be unveiled the first week of February as a lead-in to Super Bowl XLVI, one of which will air exclusively online.

As part of the second phase of the “Smell is Power” campaign, Old Spice, which is a division of NFL marketing partner Procter & Gamble, will unveil two co-branded TV commercials with P&G brands Bounce and Charmin.

According to the company, these spots initially appear to be traditional ads to promote the Bounce Dryer Bar and Charmin Freshmates, respectively. But each spot is “eventually taken over by Old Spice spokesperson Terry Crews, who literally busts through each ad to illustrate how Old Spice body spray smells so much like power it sells itself in other brand’s commercials.”

The new spots with Crews follow the bizarre tactics of his earlier Old Spice appearances. In “Blown Mind,” Crews does his over-the-top drill sergeant routine, yelling “Old Spice Body Spray will make you feel so powerful it will blow your mind right in front of your face.”

The top of his head then opens, his brain exits via rocket jets and proceeds to explode. Without his brain, Crews is reduced to gibberish, and he needs subtitles to finish the commercial: “What a powerful mistake I’ve made,” reads the text. (See the full spot here.)

The Old Spice “Smell is Power” campaign will run on such networks as ESPN, Adult Swim, BET and Comedy Central. Support includes digital ads will appear across a number of sports, entertainment, humor and gaming outlets; and dedicated social media destinations such as Facebook, Twitter and YouTube.

Lead agency is Wieden+Kennedy, Portland, Ore.

As quirky as it is, Crews’ character fits in well with Old Spice’s marketing strategy to appeal to young males with over-the-top spokesmen played by Isaiah Mustafa and the sea captain who returns home still battling an octopus.

“The power of scent and smelling good helps inspire confidence, and body spray is a valuable tool young guys can rely on to fuel this power,” Josh Talge, Old Spice brand manager, said in a statement. “This campaign is targeting younger guys who might need a little more advice when it comes to blocking odor, and we felt there was no one more appropriate to offer his wisdom on the subject than Terry Crews, who resonates well with this target and is the epitome of all things power.”