Yes ladies (and men)... he's back! Isaiah Mustafa, aka Old Spice Man, is back in a white towel for a limited engagement as MANta Claus (tagline: "One man. Seven billion gifts"). The five-day digital holiday campaign for the P&G brand kicked off today with tweets and Facebook posts alerting commenters they had a gift waiting on YouTube. Watch the first day of the brand's latest social media response campaign by W+K featuring the award-winning character below.
Mustafa, who recently got into trouble with the black community for his comments to E!, has a little more free time in his schedule as an actor since his latest TV series, ABC's Charlie's Angels remake, was cancelled.
The fun will be watching his character get to seven billion gifts by end of day on Friday (continents, planets — stay tuned). Tallying the total on his ancient DOS PC, the first day of the social gifting challenge progressed from one Twitter user to 25 to a city (Baltimore) to a nation (Australia).
The one-minute video that kicked off day one of the holiday campaign was directed to Amber, a beauty blogger who tweets as @beautyjunkies, with the description: "Day 1 -- The Man Your Man Could Smell Like begins his quest to give a gift to every single person on Earth this holiday season, including an elegant pair of ladyshoes made out of necklaces to a close, personal friend." (Her response? "OMG I can die now.")
The next video was directed at an assortment of Twitter and Facebook accounts with the description: "25 friends get 25 bear-shaped deodorant protectors, and 25 criminals get 25 reasons to not steal any deodorant."
The third video was directed to Baltimore — "The Greatest City in America" gets a promotion-promoting letter-gift in the December 6th edition of the Baltimore Sun.
Video four covered the residents of Australia: "After 1.5 kabillion years, The Man Your Man Could Smell Like finally gets around to explaining how Australia got awesome."
And finally, a day one progress report: "As of today I've given gifts to 25,390,651 people. I'll step it up tomorrow." (OK, so the computer tally reads "Day 1 > 21,255,493 gifted" — who's counting?)