Step Aside, Isaiah Mustafa: Fabio Stars in New Old Spice Ads

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Fabio, the Italian model who came to fame by steaming up the covers of romance novels, is giving Old Spice Guy Isaiah Mustafa a run for his money.

Known for his long hair and buff chest, 50-year old Fabio appears in a series of four new Old Spice commercials on the web site NewOldSpiceGuyFabio.Com. Launched by Old Spice manufacturer Procter & Gamble, the commercials involve Fabio speaking frequently incomprehensible English while rolling around on a piano, popping out of a mountain top, and playing a saxophone while in a bath tub.

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Judging from the spot promoting the Old Spice Fiji scent, Fabio is happy to mock himself in the name of viral video stardom “Tropical Breeze. Fabio. Fiji,” he says. “Product. Old Spice. Exciting victory. Always Fabio.” And then he sucks on a straw while channeling sex through is eyebrows. (Fabio, you may remember, honed his acting skills in commercials for “I Can’t Believe It’s Not Butter.”)

For P&G, it appears to be a case of the more beefcake the better. Speaking to AdNews, a P&G spokesman denied that Mustafa has been replaced as Old Spice Guy, and will appear in future commercials and campaigns. (via Jezebel)

MORE: Old Spice’s New Commercial: Predictable, Silly, but Oh So Dreamy

William Lee Adams is a writer-reporter at TIME’s London bureau. Find him on Twitter at @willyleeadams. You can also continue the discussion on TIME’s Facebook page and on Twitter at @TIME.