Old Spice is rolling out a new ad campaign – ‘Smell Better Than Yourself’ –  that will apparently feature multiple characters, none of which is the ‘Old Spice Guy’ otherwise known as Isaiah Mustafa. The ad features a guy dressed as a sea captain who states: “I’m not a well-decorated sea captain who battles monsters on a large nautical vessel but thanks to Old Spice, I smell like I am.” 

Yes ladies, if you thought the traditional Old Spice scent was rank, “Red Zone Swagger” from Old Spice will make your man smell like squid.

Is anyone else tiring of these adverts? The brand seems to have missed the fact that the actor, Mustafa, became as synonymous with the campaign as the brand did and is now central to making this concept work in the minds of consumers. All future campaigns will be benchmarked against the successful ‘The Man Your Man Could Smell Like‘ campaign and just won’t measure up (IMHO!).