It's On: Axe Mocks Old Spice Guy

It seems like nothing can come close to the popularity achieved by the “Old Spice man.” Nonetheless, competing deodorant Axe is ready try. Axe’s latest billboard declares that its scent is “for men who'd rather be with a woman than on a horse,” Time's NewsFeed reports. But if Axe wants to be on the same playing field as Old Spice, it will need to step up its commercials, writes Nate Jones.

While Old Spice commercials “are vibrant palate cleansers with charming wit and a refreshing sensibility,” writes Jones, “Axe, as befits its stereotyped image as the favored scent of obnoxious middle-schoolers, seems content with automatic juvenile gainsaying: ‘Isaiah Mustafa is totally gay.’” Watch two examples in the gallery—or for many more Old Spice commercials featuring Isaiah Mustafa, click here.
(More Isaiah Mustafa stories.)