AP
In this advertisement provided Procter & Gamble Co., actor Isaiah Mustafa is featured in a new Old Spice commercial.
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updated 1/26/2011 11:12:04 AM ET 2011-01-26T16:12:04

Last year's advertising sensation will soon make its 2011 debut, as Old Spice's suave, shirtless star returns in round three of his commercials for the Procter & Gamble Co. brand.

In an indicator of the campaign's popularity, there first is a 30-second "coming attractions"-type trailer going online Wednesday which takes you beyond former football player Isaiah Mustafa's muscular torso — to his "striking brown eyes," if he does say so himself.

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In another effort to keep the buzz going for the YouTube hit, a yet-to-be-named "superfan" will get to debut the commercial on his or her own social network page or feed, sometime before Super Bowl Sunday.

The first of three commercials in the new promotion will start running on television Feb. 7, the day after the Super Bowl.

"We felt like we could build some excitement behind this latest launch, letting people know we're bringing Isaiah back, and continue to reward our fans across social media," said James Moorhead, brand manager for Old Spice, promoting a new collection of body washes, sprays and deodorants as a "scent vacation" that evokes exotic locales such as Komodo and Fiji (think "grass skirt.").

The first commercial a year ago with Mustafa, towel-clad in a shower and urging women to "Look at your man, now back at me," has generated tens of millions of online views and a new catch-phrase: "I'm on a horse." The second campaign last summer included 186 related videos in which Mustafa responded personally to digital queries from users including Ellen DeGeneres and Alyssa Milano.

For ABC's "Good Morning America," he suggested that President Barack Obama could improve standing with female voters by wearing only a towel and beginning his State of Union speeches with "Hello, Ladies!"

Obama didn't heed that advice Tuesday night. No matter, the "responses" campaign in its first week scored 21 million views, accounting for eight of the most popular 11 YouTube videos at the time.

The campaign and its ad agency, Portland, Ore.-based Wieden+Kennedy, won a shelf full of top advertising awards, while P&G said sales jumped by double digits for the seven-decade-old brand.

Can the new ad measure up to that success?

"Inherently, there's pressure when something has a lot of success and then you're trying to follow it up," said Wieden's Eric Kallman, who created the ad with Craig Allen.

Copyright 2011 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.

Video: Meet the ‘Old Spice’ guy

  1. Closed captioning of: Meet the ‘Old Spice’ guy

    >>> it's been one heck of a year for isaiah mustafa. he has 30 emmy -nominated seconds to be exact. take a look.

    >> hello ladies. look at your man, now back to me, sadly he isn't me. but if he stopped using lady's scented body wash and used old spice, he could smell like me. you're on a boat with a man your man could smell like me. it's an oyster with two tickets that thing you love. the tickets are now diamonds. anything is possible when your man smells like old spice and not a lady. i'm on a horse.

    >> everybody wants to know how you get that done.

    >> well, this old spice guy he's with oprah and he's filming with tyler perry and he has a deal with nbc.

    >> nbc family for developing your own show. we just want to breathe your air. how are you, honey?

    >> i'm doing well.

    >> congrats on the emmy nod. what do you think about that?

    >> i didn't know they did that are commercials.

    >> i thought they were called cleos when they won.

    >> how many takes to get that commercial?

    >> it was around 80-some odd takes to get that one.

    >> of doing the same thing, or they digitally put it altogether?

    >> we did the same thing. it's one continuous shot.

    >> it's one continuous time .

    >> every commercial tom koontz does is one continuous shot for old spice.

    >> unbelievable.

    >> you said it over and over again.

    >> tell us about the genesis of this commercial. so when you got the call and they said, hey, there's an old spice commercial, tell us how that went down.

    >> okay. i got a call and they said you have an audition. i went to it like a normal audition. i had no idea what was going on. i went there and saw the copy and read it a couple times and i thought it was good and i went home. then they called me back, and that's when i called a buddy of mine and did it for him on his phone. i heard it back on his voice mail , because you can hear it back. i heard my own voice and i liked it. so i went with that one. i went in there and did it and they liked it. i could see tom out of the corner of his eye nodding. i was like, i got him.

    >> it's the perfect tone. it could be like the most obnoxious guy in the world. you're so loveable in it.

    >> thank you, thank you.

    >> did you think it was going to have such an impact, this commercial, a single commercial?

    >> i had no idea it would do this. i mean, an emmy ?

    >> then the new tyler perry movie.

    >> i don't know when i started to shoot, but i'm waiting to find out.

    >> so were you a trained actor, or what was your profession before this commercial came out?

    >> he was a football player.

    >> yes, i was a football player. then i tried to open a restaurant, which failed. then i went into acting.

    >> which most of the time -- which most of the time fails for most people. it's a hard business to break through.

    >> it's ridiculous.

    >> you say comedy is what you really love.

    >> that is comedy.

    >> it really was.

    >> i'm glad you think so.

    >> we wish you great luck with this commercial and the rest of your career.

    >> and he is single, hoda woman.

    >> i'm not married, but i have a girlfriend.

    >> you see, that's not what you sa said.

    >> the matchmaker, is it?

    >> every day, isaiah.

    >> thanks for having me.

    >> wait a minute. weren't you going to take five seconds to look at the new one? we have 30 seconds.

    >> let's look at the new one.

    >> if your man used old spice instead of ladies scented body washes he could smell like he he took you to more of these while wearing this, all this, but probably this, over this.

    >> i like that one, too.

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