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Old Spice Introduces Post-Old Spice Guy Sea Captain

Posted by Shirley Brady on September 7, 2011 11:03 PM

Old Spice is trying a variety of spokesmen in the wake of Old Spice Guy Isaiah Mustafa's face-off (then sign-off, though the character's still tweeting) with Fabio this summer. Here, the sea captain for its Swagger line, described as: "Here's a video about a man who smells better than normal and a wife that wants to kiss his lips more than normal. Nothing is normal." The tagline: "Smell better than yourself." (h/t Mashable)

it's on!

Isaiah Mustafa Outscores Fabio in Old Spice Guy Challenge

Posted by Shirley Brady on July 27, 2011 05:45 PM

As rival Old Spice Guys Isaiah Mustafa (the original Old Spice Guy) and Fabio (the "new" Old Spice Guy) continue playing out their duel for fan votes with push-ups, challenges and other manly feats on YouTube and their Twitter feeds, it appears that folks are getting a tad tired of the schtick.

According to TV ad-tracker Ace Metrix, the comparative effectiveness scores of Old Spice’s new commercials featuring Fabio and Mustafa show that the Mustafa ads are 23% more effective than the Fabio ads on average, and 19% more likeable.Continue reading...

brand ambassadors

Old Spice Guys Duel at High Noon Today

Posted by Shirley Brady on July 26, 2011 11:00 AM

As promised, Old Spice Guy (classic) Isaiah Mustafa is back, ready to face rival "New" Old Spice Guy Fabio in a duel that is scheduled to start in one hour (12:00 Eastern). Watch the virtual bout's promo below.Continue reading...

brand ambassadors

New Old Spice Guy Fabio Responds to Tweets, Old Old Spice Guy Style

Posted by Shirley Brady on July 25, 2011 04:30 PM

It's been a day of brand-created characters responding on social media.

Taking yet another page from the "Old" Old Spice Guy, Isaiah Mustafa, Fabio's "New" Old Spice Guy character started responding to Twitter comments today with YouTube videos.

The dual brand ambassadors are set for a duel — a web duel, that is — not quite at sunrise, but at 6am California time tomorrow, where both actors live.Continue reading...

brand ambassadors

Duel Identity: New Old Spice Guy Fabio vs. Old Old Spice Guy Mustafa

Posted by Shirley Brady on July 25, 2011 12:30 PM

Since introducing Fabio as the "New" Old Spice Guy last week, and then acknowledging on Friday that it would be a guest stint to take over for Isaiah Mustafa, the duelling brand mascots have been engaged in a war of tweets.

Now, Fabio has issued a challenge to Mustafa: to settle the matter with a web duel, to take place at Noon EST tomorrow.Continue reading...

just kidding?

P&G Trims Fabio's Stint as the New Old Spice Guy

Posted by Shirley Brady on July 22, 2011 07:00 PM

The people have spoken! A P&G spokesman confirmed to the Associated Press today that Isaiah Mustafa will return as the Old Spice Guy, after the brand introduced cheese-tastic romance novel cover icon Fabio as his replacement this week in a cringeworthy series of spots on a pop-up New Old Spice Guy YouTube channel, leaving its "old" Old Spice video channel up.

To quote AP, "P&G spokesman Mike Norton says Fabio’s Old Spice TV commercials are running now, but Mustafa will be back to pitch for the brand."

As we noted when the New Old Spice Guy campaign broke, the whole thing was likely an elaborate joke to incite instant negative reaction on social media and on YouTube resoundingly against Fabio. In that case, the whole exercise was a resounding success.

Check out the latest Fabio spots below.Continue reading...

brand ambassadors

Old Spice Hairasses Isaiah Mustafa Legacy with Fabio as New Old Spice Guy

Posted by Shirley Brady on July 20, 2011 07:00 PM

P&G has hired actor/model/spokesman Fabio for a guest (if not permanent) stint replacing award-winning, hugely successful Old Spice Guy Isaiah Mustafa — who's hot on the scent of an acting career, from director Tyler Perry's recent Madea outing to the current Horrible Bosses — as the "New" Old Spice Guy.

Reaction on Twitter, Facebook and the NewOldSpiceGuyFabio YouTube channel to Fabio's spots (watch the two :30's and two :15s below) has been uniformly negative, but that may be the idea — build popular support to convince Mustafa (who's still featured on the 'classic' Old Spice channel, although his last new spot was four months ago) to give up Hollywood?Continue reading...

branding together

DeLorean to Add Grit to Old Spice?

Posted by Abe Sauer on June 27, 2011 09:30 AM

According to a user on Reddit, the above DeLorean made of sand is "being used in an upcoming Old Spice commercial." Looks rad. The 1980s-ness of the DeLorean makes it a favorite for those looking for a little bit of iconic absurdity of the era. Indeed, we most recently saw the DeLorean brand, with monster tires, in that epic Hahn Beer ad.

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