Old Spice: Out with the old, in with the Fabio

I have commented before on the marketing prowess of a seriously good character (see Meerkats post) and here we have another excellent example.

The Old Spice ads, featuring Isaiah Mustafa captivating his female audience with diamonds and a white horse and his command, “Look at your man, now back to me, now back at your man, now back to me”, have been popular with industry commentators and consumers alike, reinvigorating the Old Spice brand and creating buzz around its products. Now Wieden+Kennedy Portland have shot a new ad for Old Spice, a challenger ad, with long time hunk and Italian stallion Fabio, the face of many a mature lady’s ‘romance’ novel.

The ad, which can be watched above, opens a new chapter in the story of Old Spice ‘the man your man could smell like’. Fabio, the new Old Spice man, issues a challenge to the old Old Spice man: an internet duel, 9am tomorrow, a chance to prove his worth and mark Old Spice ads as now well and truly Fabio territory. 

Don’t know about you, but I’ll be tuning in…

UPDATE 29.07.11 – Ladies & gentlemen, the duel is over and Fabio has been beaten by the original and victorious Old Spice man Isaiah: http://on.mash.to/rdErKI


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