Isaiah Mustafa is out and Fabio is in! That’s right—Old Spice has announced a new Old Spice guy and it’s the last person you’d expect. With his long flowing hair and broken English, Italian fashion model and romance novel-cover extraordinaire Fabio is the face of the new Old Spice campaign. Fans don’t seem to be loving the change…and I can’t help wondering whether or not Old Spice is for real? Read on to find out more.
Four videos featuring Fabio were uploaded to the NewOldSpiceGuyFabio YouTube channel, which can also be accessed via NewOldSpiceGuyFabio.com, earlier this week. Yesterday, the first tweet of the campaign went out. @fabiooldspices tweeted, “Who is Old Spice man? Who is Fabio? Combine these questions into one answer. THEN you have knowledge.”
The new ads are a little bit ridiculous, and have gotten a less than positive response. Check out a couple of the videos below, followed by some of the most recent comments on the Fabio Old Spice YouTube channel.
Personally, I’m a little bit suspicious about this campaign. I’m hoping that it’s just a trolling campaign, on the part of Old Spice. I hope they’ve just brought Fabio on board for a few clips to get people talking about how much they miss Isaiah Mustafa before bringing back a new set of ads with “The Man Your Man Could Smell Like.”
But who knows—thanks to the Old Spice campaign, Mustafa has a lot of other offers on his plate and has been working on a number of other projects. Maybe he just doesn’t have time for Old Spice anymore. But seriously, is Fabio the best Old Spice could do? No, I’ve got a feeling that ad agency Wieden + Kennedy have something big in store with this campaign, and I can’t wait to find out what it is. They have proven themselves to be far too powerful marketing geniuses to flub with a campaign this bad.
What do you think? Is Old Spice trolling or did they just suffer from a serious lapse of judgment when they made Fabio the new Old Spice guy? Share your thoughts with us in the comments below.
Megan O’Neill is the resident web video enthusiast here at Social Times. Megan covers everything from the latest viral videos to online video news and tips, and has a passion for bizarre, original and revolutionary content and ideas.