Which 2010 Old Spice campaign featured Isaiah Mustafa addressing viewers as “the man your man could smell like”?

Old Spice’s 2010 advertising campaign featuring Isaiah Mustafa was called “The Man Your Man Could Smell Like.”

The first television commercial opened with Mustafa speaking directly to female viewers from a bathroom and rapidly shifting between surreal scenes. Its fast monologue, humor, shirtless spokesperson, and abrupt visual transitions made the commercial highly distinctive.

The campaign was created by Wieden+Kennedy for Procter & Gamble’s Old Spice brand. Follow-up online videos showed Mustafa responding personally to celebrities, media figures, and members of the public, extending the campaign beyond conventional television advertising.

The campaign is sometimes confused with the later “Smellcome to Manhood” or other Old Spice product promotions. Its signature phrase refers specifically to the 2010 commercial and campaign starring Mustafa, who became widely identified with the brand’s modern rebranding.