Old Spice can’t be serious putting our boy Isaiah Mustafa on pause and letting that old long-haired gigolo Fabio get his shine on! But that seems to be the case for now at least. The latest ads from Old Spice feature none other than that international cheeseball!
According to AdAge reports:
Old Spice guy and former NFL wide receiver Isaiah Mustafa has new competition from very deep off the bench in the form of Fabio. The Procter & Gamble Co. brand, via Wieden & Kennedy, is attempting to unleash a new set of viral videos featuring the former romance-novel cover boy (and margarine and insurance pitchman), now posing as the “New Old Spice Guy.” He’s also done some “Responses”-like shout-outs to celebs such as Creativity’s own Ann Christine Diaz.
There is no real Old Spice guy controversy, said P&G spokesman Mike Norton in an e-mail. “Fabio has not replaced Isaiah, but it’s obvious Fabio feels that he can do the job.”
He added that “Fabio will be taking his message to the airwaves” in TV ads, while not commenting on whether this is all to set up a triumphant return by Mr. Mustafa.
The second wave of TV ads featuring Mr. Mustafa, which launched in December, didn’t resonate — or spawn Cannes hardware — quite like the first ads or the “Responses” social-media campaign did last year. That led to some speculation that he would go the way of that other Mustafa, the Lion King. But P&G Global Brand-Building Officer Marc Pritchard did say at Cannes last month that Old Spice still has plans for Mr. Mustafa.
Wonder if that’s what they told Terry Crews when Isaiah came along… SMH! We’re still shaking our heads in disbelieve at this one!
Keep reading for a look at some of the new Old Spice ads featuring Fabio