Kudos to advertising firm Wieden & Kennedy for taking the ultimate risk: letting comedian Will Ferrell - in character as Jackie Moon from his new comedy "Semi Pro" - ad lib lines about Old Spice's new "pro strength" deodorant for an upcoming ad campaign. Here's what you get when you let Ferrell roam without a leash talking about your product:

"Now, I'm not familiar with the metric system or any other foreign language, but that's the equivalent of 300 gallons, I would guess. Hey, cauterize your sweat glands shut . . . sss-ka-owww . . . with Old Spice Pro Strength antiperspirant."

More from the Los Angeles Times piece:

[Ferrell] ad-libbed much of the material in the eight ads during a daylong shoot, signing off with such politically incorrect tag lines as "Don't smell like a turtle cage" and "The finest street-legal antiperspirant you can get outside of Mexico that's not poisonous."

Half the battle in advertising these days is to break through the clutter and avoid getting Tivoed out of existence. Will Farrell in a huge afro tossing out hilarious one liners is sure to do the trick. Whether it actually increases market share is another matter, but you've got to hand it to W&K for coming up with the idea, and to the suits at Proctor and Gamble for taking the leap.