On Sunday night, Old Spice aired a commercial during prime time that was entirely in French. With no subtitles. The commercial follows a woman and her friends who live in a picturesque town in France. All the characters are beautiful, impeccably dressed, and speak only French. Each one wanders about the town, calling out the words “Old Spice.”

Got any theories on what this all means and what it has to do with deodorant? The subtitled version is posted above for your viewing pleasure. It turns out, the woman’s dog is named Old Spice, and all of her friends are helping her search for it. Who would have guessed? And remember to try Old Spice’s new scent, Captain.

This post is a sponsored collaboration between Old Spice and Studio@Gizmodo.