New Old Spice Guy Fabio

The Old Spice “The Man Your Man Could Smell Like” manmercials campaign, starring Isaiah Mustafa, took a strong turn into self depreciation territory in July with the appearance of Italian model Fabio. Known for his romance novel covers and over-the-top advertising campaigns, Fabio provided a camp take on Mustafa’s television commercials and YouTube videos, promoting the Fiji, Matterhorn and Komodo brands with print and film spoofs, online at the NewOldSpiceGuyFabio YouTube channel. We’ll be back with the Mano a Mano contest between the two spokesmen.

Old Spice Fabio in Komodo ad

Old Spice Fabio in Matterhorn ad
Old Spice Fabio in Fiji ad

Click on the image below to play the Fabio Challenge video.

Click on the image below to play the Fabio Message in a Bottle video.

Click on the image below to play the Fabio Hair video.

Fabio Credits

The Fabio campaign was developed at Wieden+Kennedy Portland by creative directors Eric Baldwin and Jason Bagley, art directors/copywriters Craig Allen and Eric Kallman, senior producer Lindsay Reed, executive creative directors Mark Fitzloff and Susan Hoffman, agency executive producer Ben Grylewicz.

Filming was shot by director Craig Allen via with executive producer Donna Portaro, line producer Kelli Abraham, director of photography Bryan Newman.

Editor ws Paul Martinez at Arcade Edit with assistant editor Pete D’Andrea, post producer Amburr Farls, post executive producer Deanne Mehling.

VFX was produced at The Mill by creative director Phil Crowe, VFX supervisor/CGI Lead Robert Sethi, lead Flame artists Andy Bate and Paul O’Shea, VFX producers Arielle Davis and Adam Reeb, executive producer Sue Troyan.

Music was produced at Beacon Street Studios by producer Caitlin Rocklen. Colorist was Stefan Sonnenfeld at Company 3.

Sound was mixed at POP Sound and Digital One by engineers Mitch Dorf and Eric Stolberg, assitant engineer Robert Weiss, producers Erin Reilly and Cameron Shaw, executive producer Susie Boyajan.