Fabio on a piano will sell this deodorant

Last week, one of my social media classes talked about the concept of “going viral.”  One of the best examples was all about this guy:

No doubt, a very successful ad campaign that completely exploded on YouTube.  It’s funny and memorable and has made a star out of Isaiah Mustafa (aka the man your man could smell like).  There’s no way Old Spice can reach this level of viral success again; they also have to retire this ad campaign before it outlasts its welcome and becomes a failed TV sitcom.

In that spirit…there’s this now:

I’m left with the feeling of “is this real life?” I can’t tell if it’s going to be a successful campaign or not, but the comments suggest no one was begging for a new Old Spice guy.  Still, I spent the past ten minutes Googling Old Spice, and I still kind of can’t get over the way Fabio says “Old spices.”  Or, you know, anything.

Fabio modeling for the cover of his own book

Also, I once caught my 79-year-old office mate reading this book. Note Fabio is the author AND the cover model.

What do you think?  Is this the definition of trying to hard?  Is it funny anyway?  How old is Fabio and does he even have a last name?

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