While we’re pretty sure yule log videos aren’t really a thing anymore (the closest they actually came to being “a thing” was probably 2015), that hasn’t stop the marketing wizards at Old Spice from creating one. In fact, this video being just a little bit out-of-step with the world only adds to its charm. And like most Old Spice marketing, the Ye Olde Exploding Yule Log video has a good bit of bizarre charm.

First and foremost, this log doesn’t just burn, it explodes. Repeatedly. For an hour. There’s also an appearance from Terry Crews. Or his head anyway. Finally, there’s little details like the Rad Talkin’ Wolfthorn action figure in front of the fire. Or the YouTube video description, which if you read down far enough says: “The rest of this description has been written for robots and algorithms.”

Yep, this is an Old Spice effort through and through.