Isaiah Mustafa returns -- sans horse, but still shirtless -- in a new Old Spice spot from Wieden + Kennedy.
As most everyone in adland knows, the former pro football player starred in an earlier Old Spice commercial that propelled his "I'm on a horse" catchphrase into popular culture -- and won the Grand Prix in Film at Cannes last week.
In this new spot, "Questions," Mustafa queries women about how their men look and smell. They may not look as picture-postcard perfect as he does or be anywhere near as manly (even when baking a cake), but they can smell like him by using Old Spice Body Wash.
Ad blogs have been predictably abuzz over Mustafa's return:
• "Scuz' me while I run off and create a new award," writes
Adland.
• "[It's] hard to argue with the awesomeness," adds Tim Nudd, editor of Adweek's
AdFreak.
• "Though the novelty is somewhat lost at this point, we're still entertained," opines
AgencySpy.
•
Adrants seems disappointed: "Without that catchphrase, it's kind of like an Arnold Schwarzenegger movie in which he doesn't intone, 'I'll be back.'"
Old Spice has spent $20 million on ads so far this year, almost two-thirds of what it spent for all of 2009, per Nielsen.
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