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Old Spice Guy and Fabio Gear Up for “Mano a Mano in El Bano”

Successful ad campaign kicks it up a notch

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Old Spice Guy and Fabio Gear Up for “Mano a Mano in El Bano”
[ Social Media]

I’m sure that you are all familiar with the “Smell Like a Man” advertising campaign for Old Spice featuring Isaiah Mustafa, aka The Old Spice Guy. For some time now, he has been the face of the company.

Along with a television campaign of multiple commercials starring Mustafa, Old Spice took to the internet to grow the legend. Using a combination of YouTube and Twitter, The Old Spice Guy responded to people’s tweets, filming over 100 different mini-ads for the company.

Before it was all over, The Old Spice Guy had earned an internet presence somewhere between Chuck Norris, bacon and The Most Interesting Man in The World (from the Dos Equis commercials). Check out some of those videos below. The first is the original TV advert and the second video is one of the Twitter responses.

The Old Spice Man filmed a goodbye to the internet community earlier this month and everyone wondered if he would continue to be the voice of Old Spice and manly men everywhere. Recently, Old Spice ads with Fabio have been appearing. Let’s just say he takes a different approach to the English language. Check out one of those ads below –

Earlier today, the “New Old Spice Guy Fabio” posted a new video in which he challenged the Old Old Spice Guy (Mustafa) to a duel –

And just now, Mustafa accepted. Here is that video, where he references the fact that he helped negotiate the recently-finalized NFL Lockout agreement. Along with that comes a promotional video for their showdown scheduled for noon EST tomorrow. It is entitled “Mano a Mano in El Bano” and I hope it is as epic as it looks.

It’s undeniable that this ad campaign has been an incredible success for Old Spice. Last year is was reported that sales had doubled due to the TV, YouTube and Twitter spots.

As far as the internet community goes, it might serve Old Spice to allow the Old Old Spice Guy to prevail in the duel. Most of the YouTube commentary is quite derisive of Fabio.

What do you think? Let us know in the comments.

Old Spice Guy and Fabio Gear Up for “Mano a Mano in El Bano”
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  • ed tower

    no Fabio

  • ed tower

    Fabio is out he’s a joke

  • Carolyn

    Did Harlequin romance go out of business. The only people Fabio appeals to is my grandmother’s generation, and I’m 53!

  • alex

    This is brilliant marketing. By creating a dual, the brand brings to the surface the support and following of the current Old Spice guy, and for those who want to challenge him, or are bored with him, they can champion a new Spice Guy – FFFABIO!!!!! But really, there is no NEW Spice Guy. I love 21st century good marketing ideas.

  • Colleen

    NO MORE FABIO!!!!!!! Mustafa is why your sales doubled, also because of the clever commercials. Don’t ruin a good thing with that old has-been Fabio! Mustafa is waaaay hotter!

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