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Just a few weeks after we featured Jean-Claude Van Damme's strange ice-crotch ad for Coors Light, he's back again, this time shilling laundry detergent in his homeland of Belgium. He looks quite a bit less haggard in this one, but that might just be the result of cropping off the mullet. According to a translation from our Parisian ad-blogging cousin Angela Natividad, the woman in the ad begins by saying she can't resist Van Damme's muscles and virile odor, but then discovers he actually smells like "freshness."
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