Fabio vs Mustafa: Battle Of The Old Spice Guys
Echoing Unilever's work with Lynx/Axe, Wieden + Kennedy Portland has done a great job revitalising Procter & Gamble's male fragrance brand Old Spice with TV ads featuring Isaiah Mustafa as Old Spice Guy (the man your man could smell like).
Now W+K has extended the Old Spice campaign by introducing a second self-obsessed character who has aspirations to be the NEW Old Spice Guy. Played by Fabio Lanzoni, the new Old Spice Guy is a narcissistic Italian model with long, flowing blond hair. Having previously been seen on the cover of romance models and in various film and ad roles, 52-year-old Lanzoni is now set to appear in four Old Spice commercials and a host of internet virals (some of which were already approaching 1 million views at time of writing).
P&G says Fabio's Old Spice TV ads are running now, but at some point there will be a showdown between Fabio and Mustafa for the right to represent Old Spice's body wash and deodorants.