WATCH: Old Spice advert targets Israel's manly men

The vintage brand uses Hebrew slang to appeal to a young Israeli crowd.

June 11, 2013 12:42
1 minute read.
Old Spice, "Israeli men"

Old Spice guy. (photo credit: Youtube screenshot)


Dear Reader,
As you can imagine, more people are reading The Jerusalem Post than ever before. Nevertheless, traditional business models are no longer sustainable and high-quality publications, like ours, are being forced to look for new ways to keep going. Unlike many other news organizations, we have not put up a paywall. We want to keep our journalism open and accessible and be able to keep providing you with news and analyses from the frontlines of Israel, the Middle East and the Jewish World.

As one of our loyal readers, we ask you to be our partner.

For $5 a month you will receive access to the following:

  • A user experience almost completely free of ads
  • Access to our Premium Section
  • Content from the award-winning Jerusalem Report and our monthly magazine to learn Hebrew - Ivrit
  • A brand new ePaper featuring the daily newspaper as it appears in print in Israel

Help us grow and continue telling Israel’s story to the world.

Thank you,

Ronit Hasin-Hochman, CEO, Jerusalem Post Group
Yaakov Katz, Editor-in-Chief


You may remember him from Old Spice's 2010 campaign, "The man your man could smell like." And in a new campaign,"Israeli Men," Old Spice's hunk Isaiah Mustafa brings his shirtless, masculine charm to the Holy Land. With only a towel covering his lower body, the muscular model instructs his audience on how to be a "gever gever" (man's man).

Be the first to know - Join our Facebook page.

Old Spice's new Middle-Eastern version uses Hebrew slang and stereotypes to appeal to a young Israeli crowd. Israeli men "play manly games like matkot and sheshbesh," he teases, referring respectively to a beach bat-and-ball game and backgammon - two Israeli favorites.

"Israeli men are men. They are brave, beautiful and magnificent," says Mustafa in his now-famous deep voice. “They eat manly food like shawarma, matbucha and gefilte fish.”

The commercial is a throwback to his earlier campaign, in which Mustafa reminds women that their significant other could be, or smell, just as appealing by using Old Spice.

This is not Mustafa's first advert directed specifically at the Israeli market. Several months ago he appeared in a commercial for Maccabee Beer. Dressed in a suit in a setting reminiscent of the Oval Office, he rapped beer lovers who did not choose Maccbee as they "do not know what taste is."


But now, with the fiery summer heat approaching, hopefully Israeli men can learn a lesson from Mustafa on how to smell "brave, beautiful and magnificent."

Join Jerusalem Post Premium Plus now for just $5 and upgrade your experience with an ads-free website and exclusive content. Click here>>

Related Content

Yitzhak Rabin
September 22, 2018
The Olso Agreement was assassinated with Rabin