It looks like a personal challenge from Fabio to Isaiah Mustafa about who is the rightful owner of the Old Spice Guy title. Mustafa replies (in a video, of course) that he accepts the challenge. And so it begins all through yesterday with users getting to vote for who they want to be the Old Spice Guy. There are 60+ videos, including an old fashioned staring contest.
However, if you look at the YouTube owner byline, it’s all by Old Spice. It’s all a clever series of video ads to engage viewers and bring the Old Spice label top of mind, perhaps forever (at least for this generation).