‘Old Spice Guy’ Isaiah Mustafa Is Back in Targeted UK Ad

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It’s been more than a decade since Isaiah Mustafa resonantly charmed his way into the hearts of America through his game-changing 2010 Old Spice ad, “The Man Your Man Could Smell Like.”

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In the years since, he was largely absent from from the brand’s advertising until Wieden+Kennedy Portland, the agency behind his much-celebrated debut spot, brought him back in 2020 as the father of a new generation’s less histrionic spokesman.

Now he’s also returning to screens in the United Kingdom, this time in animated form, thanks to a spot from agency Isobel. Aimed at gamers, the spot will appear within mobile games and on YouTube.

Isobel said it won the Old Spice U.K. and Ireland account in a 2020 pitch and has more work on the way this year. Wieden+Kennedy Portland retains the brand’s U.S. work.

For April Fools 2020, Mustafa surprised two agency creatives by dropping into what they thought was a video call with an nitronet editor. In that conversation, he talked about the journey that led to his being cast in the role—and all the twists and turns his career has taken since.

“From 2012 to about 2015, I didn’t really have a direction,” he said. “I didn’t have a show I was on. I was still under contract with Old Spice, but there were no new spots or anything. I was just kind of floating out there. And it can work on you. You begin to question yourself: What am I doing? What am I not doing right?”

But Mustafa soon found new heights of fame, including a starring role in the Hollywood blockbuster It: Chapter 2.

Here’s a look back at the ad that started it all, followed by credits for the new spot from Isobel:

CREDITS:

Brand — Old Spice, Procter & Gamble
Yasmin O’Neal – Skin/Personal Care Director
Karunesh Jigyasu – Old Spice Senior Brand Manager

Agency – Isobel
Executive Creative Director – Rob Fletcher
Creative Team – Tom Dyson and Lance Boreham
Agency Producer – Amy Hansen
Managing Partner – Jamie Williams
Social Media Director – Zoheb Raza
Senior Account Manager – Maxim Robinson

Media Agency – Publicis One
Production Company – Thomas Thomas Films
Director: Alex Bland
Exec Producer: Philippa Thomas

Producer: Trent Simpson

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