The phrase that made Isaiah Mustafa a household name and refreshed the stuffy “old man scented” Old Spice brand, will triumphantly return with three new ads in 2011, debuting the first during the 2011 Super Bowl. [Random Fun Fact: Did you know the first Old Spice product was a fragrance called Early American Old Spice for women, introduced in 1937? Old Spice for men followed in 1938.]
The much anticipated return of our favorite shirtless spokesman comes with a 30-second “coming attractions”-type YouTube trailer which takes you beyond former football player Isaiah Mustafa’s muscular torso — to his “striking brown eyes.” Mustafa begins, clad in his trademark towel – informing viewers of the newest Old Spice campaign:
“Hello ladies — as well as men, mammals and beasts, and the mighty sequoias of the Redwood Forest. As you can see, I’ve returned. It’s not because I forgot my jacket. The real reason I’m back is because I’ve made a campaign of new advertisements to inform the people on this crazy blue marble that we call earth how they, or their man, can use Old Spice to smell as fresh as the freshest-smelling places on earth.”
In an effort to keep the buzz going for the Procter & Gamble brand, a yet-to-be-named “superfan” will get to stream the first commercial on his or her own social network page or feed, sometime before Super Bowl Sunday. The new commercials in the new promotion will start running on television Feb. 7, the day after the Super Bowl.