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Please explain this one to me.  Old Spice, a brand that has spent the last year and a truckload of money to  update and revitalize it’s brand with  the “Man Your Man Could Smell Like” social media campaign, is featuring Fabio in its latest execution.

Not only is Fabio so 80’s, but due to his primary role as the cover model for bodice-rippers, it was hard to take him seriously even back then.  So what does Old Spice hope to achieve?  And who are they talking to?