Old Spice.

Isaiah Mustafa is celebrity endorsement for Old Spice which helps boost the brand and create a larger target audience for Old Spice and Isaiah Mustafa is a NFL player and actor which makes him an idol to women and men. Isaiah Mustafa also has a volcano on his head which makes him hot, steaming and exploding to use Isaiah's image to sell the brand.

They have made Isaiah into the landscape with men failing to complete masculine tasks, also with a woman in a bikini laying on his chest to rein-enforce Old Spice's interpretation of masculinity. This also creates sex appeal for the woman consumers buying Old Spice for their 'weak' men and contrasting appealing to men who want to look and live like Isaiah Mustafa.