In Wieden + Kennedy's latest online play for Old Spice,
Isaiah Mustafa aka The Old Spice Guy lays down the rules of engagement for the showdown between him and Fabio on the brand's Youtube channel, asking viewers to vote, via link buttons on the video, to support him, or long hair, as the brand's spokesbeef. Fabio, too, has responded in kind. The pair continue to face off by responding to the same tweets via video responses, offering their own solutions, for example, to one viewer's love letter query. Who will dominate? Time, and video, will tell.