In this publicity image released by Old Spice, Italian model Fabio, left, arm wrestles with former American football player Isaiah Mustafa during a press event for Old Spice in Los Angeles, Thursday, July 28, 2011. Mustafa has been lead spokesman for the Procter & Gamble Co. brand of men's body washes and deodorants for nearly two years, starring in a popular series of marketing campaigns relying heavily on YouTube, Twitter and other social media. Now, he has held off a playful effort by the Italian model to become "the new Old Spice Guy." In a series of videos culminating Thursday, the muscular pitchmen dueled in tongue-in-cheek challenges from one another and viewers.
The Old Spice Guy has won his hunk-off with Fabio. Proctor and Gamble says Mustafa won based on consumer feedback such as "likes" and online comments. They called the competition "Mano a Mano en El Bano" (hand-to-hand in the bathroom).
Mustafa said he wasn't worried, even though Fabio has been "the epitome of the sex symbol as a pitchman."
