Old Spice introduces Italian hunk Fabio
Old Spice has bought in a new Old Spice Italian hunk, Fabio, in a series of viral ads.
The Italian model and actor appears on the YouTube channel, New Old Spice Guy Fabio.
One of the online ads feature the Italian lothario rolling awkwardly on the top of a grand piano asking women if they like new Old Spice.
Another ad shows Fabio looking through a telescope in the jungle with comical wind blowing through his ever growing hair.
The ads created by Wieden+Kennedy Portland, are expected to launch on TV. However, Fabio is not expected to replace Old Spice's original hunk Isaiah Mustafa.
Mustafa appeared in the last Old Spice for its new scent Danger Zone, which launched in April. The ad featured 'Danger Zone Man' as he suavely makes his way through jungle challenges, which increases in their level of risk and bodily harm.
Last month Wieden+Kennedy Portland swept the board at the D&AD awards, receiving a total of nine awards for its Old Spice 'The Man Your Man Could Smell Like" campaign. The Old Spice work picked up two Black Pencils, one in the TV Commercial Campaign category and another in the 'TV commercials 21- to 40-seconds' category.
Fabio also appeared in a 1996 'I Can't Believe it's not Butter' ad by McCann Erickson New York.
This article was first published on campaignlive.co.uk
- Senior Digital Designer Twist Recruitment £35000 - £42000 per annum + benefits, City of London
- Digital Insight Manager Brand Recruitment £35000 per annum, Stevenage
- Brand Manager Ball & Hoolahan £42,000 p/a, South West
- Head of Digital PSD Group Up to £80,000 + Car, Bonus and Benefits, London
- Brand & Advertising Manager Blue Skies Marketing Recruitment £60000 - £70000 per annum, Northamptonshire
- Evian baby Spider-Man 'rescues' fans with Twitter answers
- YouTube reveals user habits to appeal to 'older' marketers
- Pitch update: eBay's media contest, DFS and 2 Sisters Food Group
- McCann wins Qatar Financial Centre brief
- Three's pony and cats with thumbs top the cute Easter ad chart
- Metro launches content agency