We’ve all become used to brand messages sneaking in under the radar and appearing in more obscure and ambient ways, whether that is with the use of social media, sponsorship or pop up events. But, how about a brand that is so powerful that it can’t be restrained by it’s own advertising and has to literally smash its way into other brands adverts?

That is the premise of the new campaign for Old Spice, where adverts for Charmin and Bounce, are interrupted by the Old Spice guy. Of, course this is a clever piece of co-branding as they are all part of the P&G family. But, it’s a fun piece of pseudo-anarchy that grabs the attention of viewers.

What other brands could start to invade other brands environments? Could this be the beginning of a new brand trend?