The 'Fabio Lanzoni: New Old Spice Guy' meme stems from a high-profile 2011 marketing campaign where the iconic Italian model attempted to usurp Isaiah Mustafa as the brand's spokesperson. The 'Mano a Mano in el Baño' campaign featured Fabio's trademark long hair and dramatic romance-novel flair, leading to a viral battle for consumer votes across social media. While Mustafa ultimately reclaimed his title, the imagery of Fabio attempting to replace 'The Man Your Man Could Smell Like' became a staple for jokes about vanity, hilarious brand takeovers, and the clash between classic and modern cool. The meme is typically used to highlight situations where someone enters a situation with far too much confidence or to celebrate the absurd majesty of Fabio himself.