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In June of 2011, Fabio Lanzoni was selected to be the new star of Old Spice’s online ad campaign created by Widen+Kennedy. The YouTube channel “newoldspiceguyfabio” was created on June 17th, 2011, and the first video titled “Hair (featuring NEW Old Spice Guy Fabio)” was uploaded on July 14th, 2011. (See also: Isaiah Mustafa: Old Spice)
Fabio Challenges Mustafa
On July 25th, 2011, a video was uploaded to the newoldspiceguyfabio YouTube channel featuring Fabio performing a parody of an Isaiah Mustafa style Old Spice ad, and issued a challenge to the former Old Spice mascot.
The same day, Isaiah Mustafa accepted the challenge in a video uploaded to the original OldSpice YouTube channel.
A promotional video was posted to the OldSpice channel advertising a face off event that would take place on July 26th, 2011 at 12 pm EST between Fabio and Isaiah. The news of Mano a Mano event was posted to Reddit, The Daily What, The Huffington Post, and The Daily Mail.
On July 25th, 2011, several videos were uploaded to the newoldspiceguyfabio YouTube channel replying to various Twitter accounts with videos produced on the fly much like the Isaiah Mustafa videos from July 13th, 2010.
Mano a Mano in El Baño
On July 26th, 2011, a video entitled “Rules of Engagement” was posted onto the original Old Spice YouTube channel, featuring Isaiah Mustafa. The video laid out the ground rules of the face-off event as well as “ballo box” links to Team Old Spice Guy and Team Fabio in the video, allowing users to choose which Old Spice frontman to root for. Mustafa further explains in the video that votes can be cast via Twitter or Facebook.
First Challenge: Perfect Love Letter
The first challenge request was submitted by Twitter user @TaylorPhyllis, asking Old Spice guys to write the perfect love letter.
dear @OldSpice man , help me write the perfect love letter . you always know what to say . love taylor
Mustafa choose to recite a Mad-Libs style love letter he once wrote to his “mermaid prom date”:
Fabio then responded by performing a synth-pop love song with a keytar:
Fabio is a fashion model from Italy that rose to fame through his appearances on hundreds of romance novels from 1982-1998. He has appeared in 9 films, 10 television shows and 1 music video. Prior to becoming the Old Spice spokesperson, he was part of an ad campaigns for I Can’t Believe It’s Not Butter!, Geek Squad, Oral-B, and Nationwide Insurance.
On July 28th, 2011, Old Spice released a 4-minute video titled “This Must End”, that featured Isaiah Mustafa bursting through a wall to confront Fabio and regain his title as Old Spice Guy. Mustafa decides violence is not the best course of action, and instead travels back in time to prevent Fabio from ever trying to become the new Old Spice Guy. After this proves unsuccessful, Mustafa hands Fabio a helium balloon that carries him off into space amongst other Fabios.
The Huffington Post – New Old Spice Guy Fabio Challenges Isaiah Mustafa To A Duel