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.

More about: P&G, Old Spice, Advertising, Campaigns, Fabio, Isaiah Mustafa, W+K, Celebrities, YouTube, Facebook, Twitter, Social Marketing, Brand Ambassadors

susan says:

hy r you using fabio mustafa is the best. you really need that guy to ressurect is career

please, what is wrong with you're advertising

July 24, 2011 06:37 PM #

Unifor says:

Well - looks like it was a success. These seem like the worst ads ever - looking forward to more Mustafa

July 24, 2011 07:47 PM #

Joseph G. says:

We all knew this was coming. Too bad for Fabio, but the brand is much better off without him.

July 25, 2011 09:35 AM #

S. Brady (brandchannel) says:

But wait... there's more! Or war, to be precise, as Fabio & Isaiah Mustafa's respective Old Spice Guys meet up for a web duel, Tuesday at 9am EST...

www.brandchannel.com/.../...uy-Duel-Challenge.aspx

July 25, 2011 04:36 PM #

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

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