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Will new Old Spice guy Fabio be as successful as Mustafa?

Ageing playboy Fabio seems to be the new face of Procter & Gamble’s Old Spice, taking over from the phenomenally successful, multi-award winning Old Spice guy Isaiah Mustafa.

But Wieden+Kennedy Portland seems to be being a bit cautious about this, trying him out on YouTube first.

It won’t work guys, too much irony.

Here’s Isaiah.

Au fin de la jour Americans just don’t find decadent euro-types funny or relevant.

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