Wondered what Old Spice Guy is up to these days? Well, wonder no more - he's selling beer in Israel!
No, Isaiah Mustafa hasn't become a bartender in Tel Aviv. He has actually lent his famous face and honey-soaked vowels to a new ad campaign for Israeli beer brand, Maccabee, called 'TastyTasty'.
Mustafa, who found fame back in 2010 in Old Spice's ground-breaking campaign The Man Your Man Could Smell Like, is back to his charismatic, towel-wearing best as a US President delivering a rousing speech on taste that is being beamed across the globe.
The broadcast is in response to a guy who turns down a pint of Maccabee in a bar in Israel because he does not like the taste.
However, as soon as the words leave his mouth, the bar's TV flickers on and Mustafa, sitting in a kind of Oval Office, duly delivers his epic sermon. In it, he likens the taste of the pale ale to that of a 'snowflake off a sweetheart's nose' or 'the silent splendour of a sunrise ... from space'.
The Israeli patron is duly converted by his impassioned speech and sinks his pint. The world is a better place once again.
The part-Hebrew, part-English ad has already attracted a lot of attention, with over 850,000 views and 23,000 shares.