04:40
Online
The long-tressed Fabio, whose image has launched a few hundred romance novels, claims to be "the new Old Spice guy." In one video, he bursts through a poster of Mustafa, the former professional football player whose shirtless charm brought the world's largest consumer product maker and advertiser a big hit.
Behind Fabio's role is Wieden+Kennedy, the Portland, Ore., ad agency that also helped create last year's "Smell Like A Man, Man" campaign and online and social media sensation. P&G CEO Bob McDonald often cites the campaign as a multimedia success.
Read more: Yahoo
