It’s a bittersweet rivalry lifted straight from the pages of a Mills & Boon novel.
Former NFL star Isaiah Mustafa, who is the face of Old Spice, has received some new competition from former romance novel cover-boy Fabio.
The Procter & Gamble Co. brand, via Wieden+Kennedy is set to release a net of viral videos featuring Fabio posing as the “New Old Spice Guy”.
While P&G spokesman Mike Norton has denied Fabio has replaced Mustafa as the face of Old Spice, it seems the former paperback heartthrob believes he can do a better job.
“Fabio will be taking his message to the airwaves,” Norton said.
“He’s also done some ‘responses’ like shout-outs to celebs such as Creativity’s own Ann Christine Diaz.”
Fabio also appears on the NewOldSpiceGuyFabio.com website.
Many speculated Mustafa might have been dumped as the face of the brand after the campaign failed to raise eyebrows, or Cannes hype.
But P&G global brand building office Marc Pritchard said Old Spice still has plans to use Mustafa in its upcoming campaigns.
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