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Do you need a vacation from your scent vacation? Wieden + Kennedy has taken the Old Spice guy, Isaiah Mustafa, around the world—from the beaches to the mountaintops—since he returned (at first simply to say he was returning) at the end of January. Of late, he’s been pitching the Procter & Gamble brand’s geographically themed antiperspirants Cyprus, Fiji, Denali, Matterhorn and Komodo—thus, the globe-trotting theme in the ads. The first 30-second spot in the new series, released in early February (initially to a single superfan), encompassed all of those products, and showed Mustafa floating from one locale to the next, pausing only to sensuously strum a mountain-goat harp.
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