Getting your player ready...
CINCINNATI — 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.”
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, an online and social media sensation. P&G CEO Bob McDonald often cites the campaign as a multimedia success.
