In the "you're kidding" department, Ace Metrix research finds that Old Spice ads with Isaiah Mustafa are 23% more effective than Fabio's "New Old Spice Guy" ads.
"Old Spice's Mustafa
ads are far better than the Fabio ads across all demographics and component scores," said Peter Daboll, CEO of Ace Metrix, in a statement. "The choice of Fabio as spokesperson was obviously
meant to be funny and create buzz, but the choice simply does not have the broad appeal of 'Old Spice Guy Number 1.'"