Agency Network: 
July 2011


Film advertisement created by Wieden + Kennedy, United States for Old Spice, within the category: Health.

Advertising Agency: Wieden+Kennedy, Portland, USA
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ClickAndRun's picture

Mmmm I don't feel it

Activity Score 48
Hammad S's picture

I reject it. Are there 2 Fabios? I don't get the beginning either.

Hammad S
Activity Score 484
Boxey's picture

Feels like you're trying to do this, but it doesn't come off as well:

Activity Score 8879
Melaleuca In-House
Taylormade's picture

Fabio is looking old... which makes me realize that I too must be aging... so this commercial makes me sad.

Activity Score 408
chunkylover69's picture

i can't wait to see what his pubes look like.

Activity Score 71
chunkylover69's picture

i can't wait to see what his pubes look like.

Activity Score 71
AdBuzzer's picture

It's the funniest one in this set of spots, but still not good enough to beat Isaiah Mustafa. I suppose men may not like it, because the ads are targeted at women. But do women still find Fabio attractive and compelling?

Activity Score 1174
Marketing Manager |

chunkylover69's picture

i know i find his pubes attractive.... if he'll just show me them to confirm my theory.

Activity Score 71
Ron Burgundy's picture

this is funny, if you going to change the spokesman why didn't you guys go back to Bruce Campbell....chunkylover69, wtf man?

Ron Burgundy
Activity Score 1630
Art Director at Southern California
atb2005's picture

What makes you thinks it's he? It could be a chunky (female) lover! Or a chunky gay man.. Everyone is welcome on aotw.. chunky, slender, muscular, White, Black, Latin, Asian, gay, straight, bi..

Activity Score 13557
Ron Burgundy's picture

im talking about the pube comments

Ron Burgundy
Activity Score 1630
Art Director at Southern California
atb2005's picture

You wrote "chunkylover69, wtf man?" man.. I wrote it could be a woman :)

Activity Score 13557
Lawson Hembree's picture

Not a fan. Mustafa was a huge success; I don't think they'll be able to repeat with, you can hardly understand what he says...

Lawson Hembree
Activity Score 444
Truemeow's picture


Activity Score 23
Temple's picture

Can I start a petition to bring back Mustafa? Alas, these mediocre spots, demonstrate how things usually turn out after a campaign for the ages. After a vintage 2010 Old Spice Guy, we'll have to skip this one.

Activity Score 11341
Creative Director
dsklan's picture

shame on you w&k!!!!

Activity Score 1926
Art Director at homeshop
pez's picture

I don't want to be like this idiot... Thanks. Bring Mustafa back.

Activity Score 1804
Creative Director
miko1aj's picture

i find this very funny. I don't know what all the complaints are about. It's in the Old's Spice's philosophy. That's all.

Activity Score 3086
HappyHour's picture

AGREED! These are right on the mark. If people hadn't seen Mustafa previously, they'd love these. You can't compare them, just enjoy the oddity of the's awesome.

Activity Score 2381
CommandZ's picture

What happen W+K? You took 10 giant leaps ahead with Mustafa and 20 steps backwards with Fabio.

Activity Score 2515
Creative Director
Lazarus's picture

A little too Skittle-ish?

Activity Score 1537
Creative Director
dean viii's picture

Fabio was spoofed like about 10 years ago. Plus, the humor just isn't there like the first round. Did a creative or a creative director leave?

dean viii
Activity Score 1686
Creative Director
chunkylover69's picture

they should've had a pigeon fly in his face right at the end.

then when he was unconscious, someone could check if his pubes are as long as the curtains up above.

Activity Score 71
kleenex's picture

Bring back the black guy. All four stink!!!

Activity Score 58793
Web Designer/Developer
velle's picture


Activity Score 1550
hoozn's picture

the mustafa ones were funny because they had one punchline after another. pure randomness, crazy, cool.

this one on the other hand is just plain boring. too little action for 30 seconds. and fabio? c'moon

Activity Score 355
Vienna |

who cares? ima play some tunes instead

Ron Burgundy's picture

so, I think this going to be part of a battle between the old, old spice guy and the new one. ....old spice's facebook has Mustafa talking trash almost daily about Fabio...can't wait to see what they do with this.


lol, check out Old Spice's youtube page....this is gonna be good

Ron Burgundy
Activity Score 1630
Art Director at Southern California
Nike Diesel's picture

This campaign went from Hero to Zero in no time IMO.

Nike Diesel
Activity Score 13718
Art Director
AnasCr's picture

I dont like this campaing.. i think it was much much better with the previous guy!

Activity Score 90
Creative Director
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