Old Spice has filmed 40 online ads including their hunk duo Isaiah Mustafa and Fabio, which will be posted on the brand's YouTube channel.
The video ads, which have been created by Wieden and Kennedy Portland, see two 'hunks' challenging each other to a duel, reports Campaign Live.
One online ad sees Mustafa talking to Fabio directly through the camera, with Mustafa challenging him to a fight.
Other videos see the two hunks answering questions that have been submitted to them via Facebook and Twitter in an effort to combine social media and online video content.
Consumers will also be able to vote for who they think should win the duel between Mustafa and Fabio on Facebook and Twitter.
In May, BrightRoll revealed that brands would increase their spend on online video advertising in 2011.
The main reason for this was that three quarters of the businesses polled thought that online video advertising is more effective at engaging consumers than TV ads.
