Old Spice has changed tact and brought in drunk-housewives heartthrob Fabio Lanzoni to spruik their Foreign Scents range. And they are getting slammed with negative comments and Likes standing at 1:2 Dislikes (the original sporting 1oo:1). YouTube says no to Fabio with lines denouncing him to come “from young and sleazy to old and cheesy” and looking like “Mustafah Isaiah’s dad”.
Even though Old Spice banners everything with “New Old Spice Guy”, replacing the legendary Isaiah (who understandably tries to have a life after Old Spice) can’t really have been the aim.
Admittedly, this seems like the first blunder, one of the first mishaps in a long-running and almost genre-creating campaign.
I get the whole ironic “foreign romantic lover” angle. And some ideas like rolling around on the piano could have worked. But something went awry when they picked 80s icon Fabio, as he stumbles through the orchestra and hits the wrong note in all his videos.
It didn’t take long for facebook groups to pop up demanding to bring back Isaiah here and here. I wonder if Old Spice, who so clearly knew how to ride the waves of enthusiasm can also find a way not to wipe out on this one. What do you reckon: shall they pull the plug early or dish out Fabio till we all “get it”?
Update: We have all been had, folks. Read my new post and get ready for the showdown between Old Old Spice guy Isaiah and New Old Spice guy Fabio.