Every time I go to the US and people ask my name, I always see a sarcastic smile coming out, slowly followed by a: ‘Hmmm, Faaaaabio (silent giggle)’.

It didn’t take much time until I discovered the origin of the irony.

Fabio is not a common name in the States, and a supposed Italian, ridiculous model of a ‘not butter’ product made the terrible service to associate his (and my, and all the other Fabio’s) name with his ridiculous persona.

Thanks to this old phony (I believe it was phony to be funny, but I am not sure) campaign, for the Americans, Fabio is I can’t believe it’s not butter Fabio. As Geraldo is Geraldo Rivera, and so on.

I was hopeful that Fabio would get old someday or and the margarine commercials would lose their strength soon. And they did, until this week.

Thanks to the new campaign for Old Spice, Fabio came back from the ashes, strongest and more ridiculous than ever.

The duel between him and Old-Old Spice Guy Mustafa is more than funny.

It’s historical. Now, people will remember Fabio forever. I will never have peace again.

Even my friends from other countries are making fun of me.

But what can I say? Fabio’s terrible acting is so hilarious, it made me vote on Team Fabio at the Old Spice website.

That’s the power of a great communication.

Congratulations to the Wieden+Kennedy team and the client.

Check the campaign here: www.youtube.com/oldspice

- Fabio Seidl