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    Fabio makes his pitch as "new Old Spice Guy"

    CINCINNATI (AP) — Hello, ladies! Italian model Fabio is trying to muscle in on Isaiah Mustafa as the front man for Procter & Gamble Co.'s Old Spice line of men's body wash and deodorant.

    The long-tressed Fabio, whose image has launched a few hundred romance novels, claims to be "the new Old Spice guy." In one video, he bursts through a poster of Mustafa, the former professional football player whose shirtless charm brought the world's largest consumer product maker and advertiser a big hit.

    Behind Fabio's role is Wieden+Kennedy, the Portland, Ore., ad agency that also helped create last year's "Smell Like A Man, Man" campaign and online and social media sensation. P&G CEO Bob McDonald often cites the campaign as a multimedia success. Old Spice reaped attention from millions of YouTube views and interactive elements such as videos with Mustafa answering submitted questions; one of his replies suggested that President Barack Obama could boost approval ratings among women by opening speeches with Mustafa's line: "Hello, ladies!"

    Other Mustafa lines from the fast-paced videos such as "Look at your man, now back to me" and "I'm on a horse" became part of pop culture.

    The videos portraying Fabio as the new Old Spice guy seem heavier on the silly than the sexy, with Fabio rolling across a piano, leaving his unbuttoned shirt on in a tub while playing a series of instruments and letting his seemingly never-ending hair blow freely.

    Fabio Lanzoni's other spokesperson work has included commercials for the butter substitute I Can't Believe It's Not Butter!

    P&G spokesman Mike Norton says Fabio's Old Spice TV commercials are running now.

    For those who can't believe it's not Mustafa, Norton assures that he will be back pitching for the brand.

    "Stay tuned," Norton said Friday, declining to release details of Mustafa's next appearance.

    ___

    Contact the reporter at http://www.twitter.com/dansewell

     

    28 comments

    • Woman'sPerspective  •  10 mths ago
      He's neither quick nor clever. He looks like he can hardly move his face, I can't understand half of what he says, and I'm kind of glad he's not shirtless. In other words, the exact opposite of the *first* old spice guy, and very disappointing. Feels forced, and then some.
      • RogueLoner 10 mths ago
        The "first" Old Spice guy was a crusty sailor. Does anyone realize that Old Spice has been around for 60 years???
      • Mata 10 mths ago
        Yep, my Grandfather wore the crap.
    • Fresh  •  10 mths ago
      I have officially stopped buying old spice because of these stupid, gay fabio ads
    • A Yahoo! User  •  10 mths ago
      He may have been a good cover "model" for romance smut novels, but he sucks in commericals and rivals the grossness of the Chip N Dale dancers........puke!
    • Vickie  •  10 mths ago
      OMG! couldn't they have picked a better looking person. Fabio isn't an Old Spice type of guy...go back doing fake butter commercials. I agree with Noggy....Mike Rowe for the Old Spice guy!!
    • Noggy  •  10 mths ago
      Fabio? What were they thinking? He hardling fits the image of an Old Spice guys. Why not hire Dirty Jobs host, Mike Rowe. Now thats a man I could smell all day long.
      • Noggy 10 mths ago
        Sorry about the typos folks...got distracted with mental images of Mike with his shirt off mowing my lawn while the scent of his Old Spice lingers in the air...mmmm. Yep I'll take sizzle over fizzle any day.
    • WHY  •  10 mths ago
      I love Fabio. I HATE the smell of Old Spice!!!! My dad used to wear it. I banned my husband from the house when he put it on. It is not a scent that a woman likes on her man.
      • Evil Kitty 10 mths ago
        You probably prefer the stench of another woman's vagina on your man.
    • RogueLoner  •  10 mths ago
      Fabio? Is he still alive?
    • tricky ricky  •  10 mths ago
      Flab-io is more like it. This old man needs to get a haircut, and lose 40 pounds. He is not commercial material, nor even funny, and definitely not "attractive" to anyone but an eskimo.
    • tricky ricky  •  10 mths ago
      Flab-io, is more like it. This old man needs a haircut and to lose 40 pounds. Sure doesn't want to make me do anything except avoid Old Spice like the plague. He is not commerical material. And his rolling on the piano was worse than pathetic, like a no-funny sick pukey GAG!
    • Stephen  •  10 mths ago
      Fabio era is over......this guy sucks..no way I would buy Old Spice
    • HollywoodMBA  •  10 mths ago
      Isn't this wash up meat head about 70 now?
    • Jim  •  10 mths ago
      fabio is gay get him off and bring the other guy back "FABIO SUCK BIG TIME"
    • Lori  •  10 mths ago
      Fabio? Are you kidding? Why ruin a good commercial? Fabio is old news! Bad idea!
    • RARA1  •  10 mths ago
      Honey badger dont care about Fabio!!!!!!!
    • im right as usual  •  10 mths ago
      Wheres that roller coaster clip of Fabio getting nailed in the face by a bird ? That was classic.
    • Diana  •  10 mths ago
      Fabio is not good looking!! Just saying.. i havent even seen the commercial. They could have gotten someone better!
    • Geraldine  •  10 mths ago
      Fabio!!???? Nah!!!! Isaiah is way better:-)
    • R  •  10 mths ago
      Will there be any geese involved?
    • steve  •  10 mths ago
      i remember him from the butter commercials.
    • Allie  •  10 mths ago
      Love Isaiah Mustafa in those commercials but hell NO, what in the world are they thinking putting an old fart like Fabio in their commercials. If your going to go Senior Citizen, I can think of a lot of other men out there who have real manly appeal....Jeeze, someone sunk a stinky this time.
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