Fabio Is the New Old Spice Guy [VIDEO]

After a fabulously successful ad campaign featuring actor Isaiah Mustafa as the enigmatic Old Spice Guy, the brand is ready for a new chapter — and they’ve hired commercial vet Fabio to fill his perfect shoes.

The Italian model, known for his appearances on bodice-ripping romance novel covers and as a pitchman for I Can’t Believe It’s Not Butter, has signed on with Old Spice, making his debut in four ads on the YouTube channel NewOldSpiceGuyFabio.

Look at your ’80s-era cultural icon. Now look at me. Now at him. Now back to me.

Then look at the ads and see what you think.

[via AdWeek]