Old Spice, Isaiah Mustafa Stage ‘Interneterventions’ on 9 Fake Websites for Manly Products

Mistakes you shouldn't make

Headshot of Tim Nudd

Isaiah Mustafa, who recently returned to the Old Spice world in a British campaign, is now fronting a new online initiative for the P&G brand's new body spray. The campaign is built around nine bogus websites that advertise fake, faux-manly products and services—like black leather sheets, spray-tan parties, push-up muscle shirts and more—and Mustafa's comical disdain for all of them, and anyone who would be sucked in by them.

You can send the sites to friends as a prank (via Twitter, Facebook or email), and when they try to click around, a warning buzzer sounds and Mustafa appears to deliver a good scolding—an "Internetervention"—in his trademark style. A different video plays on each site, and there are all sorts of sight gags and other funny bits.

Check out the nine sites and accompanying videos below.

Credits at the bottom of the post. Via The Denver Egotist.











Client: Old Spice

Project Name: "Internetervention"

Agency: Wieden + Kennedy, Portland, Ore.

Creative Directors: Craig Allen, Jason Bagley

Interactive Creative Director: Matt O'Rourke

Copywriter: Andy Laugenour

Art Directors: Matt Sorrell, Matt Moore, Croix Gagnon

Executive Interactive Producer: Mike Davidson

Interactive Producer: Ben Sellon

Account Team: Liam Doherty, Yaya Zhang, Michael Dalton, Jessica Monsey

Executive Creative Directors: Susan Hoffman | Joe Staples

Director of Broadcast Production: Ben Grylewicz

Director of Digital Production: Pierre Wendling

Group Media Director: Kelly Muller

Associate Media Director: Kerry Antos

Media: Lisa Feldhusen, AJ Blumenthal

Technology Lead: Ryan Bowers

Business Affairs Lead: Cindy Lewellen

Print Producer: Heather Smith Harvey

Group Strategy Director: Britton Taylor

Brand Strategy Director: Anibal Casso

Digital Strategy Lead: Michael Holz

Social Strategist: Danny Schotthoefer

Director of Interactive Strategy: Zach Gallagher

Digital Production Company: Stinkdigital, New York

Production Company: Skunk

Director: Craig Allen

Editorial: Arcade Edit

Editor: Geoff Hounsell

Assistant Editors: Sean Lagrange, Dean Miyahira

Managing Partner: Damian Stevens

Executive Producer: Nicole Visram

Producer: Leslie Carthy

VFX: Timber

Creative Directors: Kevin Lau, Jonah Hall

Producer: Shelby Wong

Lead Flame Artists: Chris Homel, Matt Lydecker, Jan Cilliers

Assistant Flame Artists: Eli Beck-Gifford, Austin Hickman-Fain

Sound Design and Mix: Barking Owl

Executive Producer: Kelly Bayett

Engineer: Brock Babcock

The Fans. The Brands. Social Good. The Future of Sports. Don't miss the upcoming Brandweek Sports Marketing Summit and Upfronts, a live virtual experience on Nov. 16-19. Early-bird passes available until Oct. 26. Register now

@nudd Tim Nudd is a former creative editor of Adweek.