LOS ANGELES, Calif.—July 27, 2011– Ace Metrix™, the authority in television advertising effectiveness, today revealed the comparative effectiveness scores of Old Spice’s new commercials featuring Fabio as their “new Old Spice Guy” vs. their critically acclaimed ads featuring Isaiah Mustafa, their “old Old Spice Guy.” The findings showed that the Mustafa ads are 23 percent more effective than the Fabio ads on average and 19 percent more likeable.
“Old Spice’s Mustafa ads are far better than the Fabio ads across all demographics and component scores,” said Peter Daboll, CEO of Ace Metrix. “The choice of Fabio as spokesperson was obviously meant to be funny and create buzz, but the choice simply does not have the broad appeal of ‘Old Spice Guy Number 1.’“
Driving Fabio’s low Ace Metrix scores– the highest of which was 478 (compared to 615, the highest of Mustafa’s)–was a sense from consumers that Fabio is “old” and “outdated,” two words that appeared fairly frequently in quotes from consumers who were surveyed.
“The Mustafa ads were funny, aspirational, and appealed to young men AND women –which was why they worked,” Daboll said. “Unfortunately not many people want to ‘be’ Fabio now.”
This sentiment showed in verbatim comments from consumers tested by Ace Metrix: One 21-35 year-old women said, “Fabio, really? Maybe 15 years ago, now he’s just creepy.” Comments such as these are reflected in particularly low relevance scores.
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