Home  › Media › Video
fabio

Fabio and Mustafa Duel for Old Spice Crown

  |  July 27, 2011   |  Comments

Old Spice Guy returns to confront his replacement, Fabio.

Old Spice Guy and his replacement - Italian model Fabio Lanzoni - are battling via the medium of online video to retain the role of figurehead for the Old Spice brand, in a campaign dubbed "Mano a Mano in el Baño" by agency Wieden+Kennedy.

The new videos are an extension of the Old Spice Response campaign, which almost exactly a year ago unleashed a barrage of YouTube videos tied to the Procter & Gamble men's hygiene product line, featuring then-mascot Mustafa Isaiah addressing user questions submitted through various social channels.

This time around Fabio - who has already appeared in TV and online ads for the brand - and the former Old Spice Guy are both replying to user messages, and are engaged in an online popularity "duel" at Fabio's request.

Users visiting the Old Spice YouTube page are invited to cast a vote for either Team Old Spice Guy or Team Fabio. According to a "Rules of Engagement" video featuring Mustafa, users can also voice a preference by liking, sharing, commenting, tweeting, posting, and "other things smart internet people do." That activity will then be quantified and tallied to crown a winner, he said.

The "Mano a Mano" duel officially began at 12pm EST on Tuesday, and as of Wednesday morning almost 40 videos had been posted featuring the competing mascots. Those videos appear to be garnering less initial attention than last year's inaugural effort, which attracted over 35 million video views in seven days.

A Wieden+Kennedy spokesperson said nobody was available for immediate comment on this phase of the campaign, as all hands are currently on-deck creating new video content.

ClickZ Live New York Want to learn more?
Attend ClickZ Live New York March 30 - April 1. With over 15 years' experience delivering industry-leading events, ClickZ Live brings together over 60 expert speakers to offer an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ABOUT THE AUTHOR

Jack Marshall

Jack Marshall was a staff writer and stats editor for ClickZ News from 2007 until August 2011. 

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

A Buyer's Guide to Affiliate Management Software

A Buyer's Guide to Affiliate Management Software
Manage your performance marketing with the right solution. Choose a platform that will mutually empower advertisers and media partners!

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

Resources

Jobs

    • Website Optimizer - SEO, CRO, Analytics
      Website Optimizer - SEO, CRO, Analytics (Marcel Digital) - ChicagoMarcel Digital, an award winning interactive marketing agency established in 2003...
    • Director of Marketing
      Director of Marketing (Patron Technology) - New YorkDirector of Marketing We are seeking a Director of Marketing to manage and build our marketing...
    • Senior Interactive Producer
      Senior Interactive Producer (Ready Set Rocket) - New YorkWhat You'll Do As a member of our team, the Senior Producer reports directly to our...