Can’t we all get along? Old Spice‘s attempt to freshen up its 18 month-old “The Man Your Man Could Smell Like” campaign continues as old Old Spice guy Isaiah Mustafa and new Old Spice guy Fabio square off via YouTube.
The “Mano a Mano en el Bano” fight, which was hyped on Monday with challenge and response videos from Fabio and Mustafa, respectively, is actually a popularity contest. The two have created competing videos asking viewers to vote for them as favorites. To ensure social media buzz, Mustafa also encourages viewers to express their support via “Liking, sharing, tweeting, commenting, posting or all other things smart Internet people do.”
Though Old Spice seems to have set up Fabio as the fall guy by presenting him as a bit of a bully, he gets the better lines in the two videos. “Hello old Old Spice guy — who’s gross” says Fabio, sounding like a 13 year-old girl. “To old Old Spice guy, welcome to your nightmare. Starring Fabio. With story written by Fabio and directed by Fabio. Stunts done by Fabio. And delicious catering including homemade treats and sliced fruit, of course, by Fabio.”
To continue to keep things fresh, Mustafa and Fabio are also reacting in real-time to commenters on Twitter and elsewhere. See the latest responses below.
Now for your vote: Do you think this campaign has jumped the shark or has Old Spice and ad agency Wieden + Kennedy managed to propel it beyond its apparent expiration date? Let us know in the comments.
Rules of Engagement
Isaiah Mustafa sets up the rules and encourages viewers to spread the word on social media.
Fabio Responds
Fabio predicts Mustafa's humiliating victory and mangles the English language.
Mustafa Answers Tweet
Mustafa responds to a comment from a Twitter user named @KissMyBlackAds who wrote: 'Isaiah Mustafa challenged to a Duel by Fabio - Internet Duel of the Century?'
Re: @taylorphyllis | Old Spice Mano a Mano
Fabio responds to a tweet by @taylorphyllis with a Eurotrashy disco tune.
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