To celebrate the 80th anniversary of Old Spice, Terry Crews wants you to get in touch with your masculinity. Not the rough, macho kind, but the modern kind.

“Be honest, be true. You can be emotional,” the actor and former football player told Cheddar Tuesday. “The image of the guy -- the Marlboro man walking off his horse alone -- is pretty sad.”

As part of his modern masculinity campaign, Crews performed 80 “manly” tasks on Facebook Live, from lifting weights to folding fitted sheets.

“I’m not ashamed to say I don’t know something,” said Crews. “With this new masculinity thing, you can admit you don’t know.”