Old Spice. New Coke.

Old Spice secretly replaced the brilliant “man you wished your man smelled like” Isaiah Mustafa with 80s punchline Fabio in a new batch of TV spots. Now we’ll all have to rise up in anger and fight for our beloved former pitchman giving Old Spice tons of free press for bad behavior. Fantastic.

I’m considering a hunger strike. Or maybe a deodorant strike. Or at least switching from Old Spice to Brut, by Fabergé (cue the old Eddie Murphy bit). 

Read more over at AdAge. 

Talk to the man my wife wished her man looked like

I’ve loved the new Old Spice TV campaign since I first saw a man riding a horse backward. Now, Old Spice has done it again.

Ladies, the man you wished your man smelled like is now replying to your tweets with custom video clips on YouTube. “Look at me, now look at your tweet, now back at me.”

They are using the same actor (the perfectly cast Isaiah Mustafa with his dulcet baritone), the same sets and the same flawless copywriting from the creative team of Craig Allen and Eric Kallman at W+K. This completely raises the bar on social media and traditional media integration.

Well done, Old Spice, well done.

Extras:
Check out Isaiah Mustafa on IMDB. He’ll be guest starring on Castle soon and had small roles on NCIS, Ugly Betty and Days of Our Lives.

Go behind the scenes and learn how W+K filmed the Old Spice TV ads in one take with minimal special effects - an amazing job!