Old Spice Guy vs. Fabio Draws Millions of Views

August 02, 2011

Old Spice launched a new viral, comedic campaign last week starring their most popular viral spokesperson, Isaiah Mustafa. The premise was that Mustafa -- aka Old Spice Guy -- was getting challenged for his title by famed model Fabio in something called "Mano a Mano En El BaƱo."

The series kicked off with this video from Fabio and response from Old Spice guy:

The Fabio challenge video, which has over 3 million views, was the most-watched of the series and was one of the week's most-viewed.

Over the course of the story, Old Spice posted over 100 videos from the two combatants channels: OldSpice and newoldspiceguyfabio. These videos, many of which were responses to tweets and other posts, were seen a total of roughly 22 million times.

At its peak, the Old Spice battle drew 5 million views combined on Wednesday, as evidenced in this chart:

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Last July, when the original "Questions" campaign ran, Old Spice drew around 82 million views.