Old Spice brings Isaiah Mustafa to the UK for its #GentleManHunt

Old Spice: ambassador Isiah Mustafa observes gentlemanly qualities in the UK
Old Spice: ambassador Isiah Mustafa observes gentlemanly qualities in the UK

Isaiah Mustafa, the permanently shirtless Old Spice Guy, is back and in the UK for the brand's next marketing campaign to find the quintessential qualities of a British gentleman, captured under the hashtag #GentleManHunt.

The campaign, created by Leo Burnett, features the Old Spice Guy appearing once more in a series of witty videos, in which Mustafa, clad in towels bearing different national flags, sharing his views on the quirky regional differences in "gentlemanly behaviour" across the UK's biggest regions and cities.

The videos will be posted on the brand's Facebook page https://www.facebook.com/OldSpiceUK and its Instagram page http://instagram.com/oldspiceuk.

Marking the launch of the #GentleManHunt in the UK this weekend, Mustafa has been parading around London in what Old Spice has identified as a gentleman's "preferred mode of transport," a white horse, pulling a "manly" carriage.

Mustafa has been travelling through the City of London as part of the Old Spice Gentleman City Tour, inviting people to have their picture taken with him in front of "man-iconic" landmarks, such as St Paul's Cathedral.

As part of the activity, Old Spice has conducted its own research into the modern British man. In a survey of more than 2,000 adults, the brand has found that "a real man pays the bill on the first date", with 52% of respondents agreeing, while less than two out of ten men think a modern man should wear speedos or a sarong (18% and 15% respectively).

Old Spice Guy Mustafa said: "In the spirit of Old Spice, I have a MAN-announcement to make.

"The people of the UK, the home of the quintessential Gentleman, have spoken: the traditional concepts of manliness continue to reign strong. Our lady folk want men that look and smell like a real MAN. This pleases me greatly.

"Gentlemen of the UK, I salute you."

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers