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 Isaiah Mustafa, the former
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.-based
ad agency that helped create Mustafa's "Smell Like A Man, Man"
campaign, an online and social media sensation last year.
P&G spokesman Mike Norton says Fabio's Old Spice TV commercials
are running now, but Mustafa will be back to pitch for the brand.