In Australia, men wrestle crocodiles, ride kangaroos to work and eat nuts and bolts for breakfast. That's the message of Old Spice's latest local campaign, which may well become another viral hit.
Old Spice, owned by Procter & Gamble, has done one or two ads, fronted by former footballer Isaiah Mustafa, that have clocked-up the odd hit on Youtube.
The latest Australian ad might get one or two as well. The people behind Old Spice said earlier this month they were bringing Mustafa down under, to "the manliest nation" on the planet to promote the local brand relaunch.
The spot packs in the Aussie stereotypes and urban legends. "Drop bears" are in there and there's some stuff about blokes wrestling crocodiles, riding kangaroos to work and munching metal nuts and bolts for breakfast. Grr.
Mustafa is, of course, shirtless for the whole spot with nothing but a towel to protect his modesty.
The campaign was produced by The Van Vurren Bros. in collaboration with Jungleboys and Hausmann Communications.
Christiaan Van Vuuren, a Van Vuuren bro, was moved by the experience. "It was amazing to spend a full day hanging around such an attractive, naturally athletic alpha male. It made me realise how genetically inferior I am.
"Sometimes working with really beautiful people can get a bit awkward, because you can’t hide your attraction to them, but Isaiah was so beautiful that I knew I would never have a chance with him. He was at least four to five times above my level of good-lookingness."
Van Vuuren Bros - Old Spice In Australia from Jungleboys on Vimeo.
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