CINCINNATI — The Old Spice Guy has won his hunk-off with Fabio.

CINCINNATI — The Old Spice Guy has won his hunk-off with Fabio.

Former football player Isaiah Mustafa has been lead spokesman for the Procter & Gamble Co. brand of men's body washes and deodorants for nearly two years, starring in a popular series of marketing campaigns relying heavily on YouTube, Twitter and other social media.

Now, he has held off a playful effort by the Italian model to become "the new Old Spice Guy."

In a series of videos culminating Thursday, the muscular pitchmen dueled in tongue-in-cheek challenges from one another and viewers. They held staring and whistling contests, bantered and gave advice on writing love letters and working out. P&G says Mustafa won based on consumer feedback such as "likes" and online comments.

They called the competition "Mano a Mano en El Baño" (hand-to-hand in the bathroom).