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Old Spice’s brand spokesman, Isaiah Mustafa, is back in a series of online ads. Leo Burnett created the work, which is part of the "gentleman hunt" campaign to find out what makes UK men so manly. The first video is about London men, and is posted on Old Spice’s Facebook and Instagram pages. It was written by Ben Newman, art directed by Milo Williams and directed by Michael Sugarman through Unit9 Films.