We launched the campaign with three spots from the Old Spice Guy selling the Fresh Collection.
Scent Vacation
Komodo
Fiji
After this work ran, we launched an onslaught of Fabio "created" work. Everything from Craigslist ads where Fabio sold his belongings to pay for the campaign, to TV and online banners. Fabio's spots featured the Fresh Collection as well.
Fabio Mountain
Fabio Piano
Fabio Hair
After 3 day's of Fabio ads, fans were in uproar online, begging for the return of the Old Spice Guy. Frustrated by the fans not accepting him, Fabio issued a spokesmodel duel. The Old Spice Guy accepted the challenge and a response-video-off ensued. Here are a few examples of the response videos.
Maño a Maño
Taylor Phillis
Sheaffantrix
Important Fabio Computer Simulations
Mauropaz
Partner: Jason Bagley
Creatives: Craig Allen, Eric Kallman, Karl Lieberman Jarrod Higgins, David Neevel, Brandon Davis & Michael Illick