Key Points
- Former England rugby player and The Celebrity Traitors contestant Joe Marler has been named the UK’s new Old Spice Captain.
- The 36-year-old takes on the position as the British equivalent to the US Old Spice Man, played by Isaiah Mustafa.
- A national advertising campaign featuring Marler is launching across television, print, and digital channels.
- Marler announced the partnership, saying he was excited to take on the role while combining his own humor with the brand’s messaging.
- The campaign brings a British comedic focus to men’s personal care advertising in the UK.
London (Oxford Daily) October 16, 2026 – As reported by sports and entertainment correspondents across British media outlets, former international rugby union star and media personality Joe Marler has signed on to become the new face of Old Spice in the United Kingdom.
The 36-year-old former Harlequins prop, who recently featured as a finalist on BBC’s popular reality television series The Celebrity Traitors, steps into the shoes of the iconic American brand ambassador, Isaiah Mustafa.
According to statement disclosures from the male grooming brand, Marler was selected to lead the UK-focused campaign due to his widespread public appeal, sharp comedic timing, and authentic persona. The partnership will feature Marler at the center of a fresh wave of television commercials, digital video advertisements, and outdoor promotional displays across major UK cities.
What did Joe Marler say regarding his new commercial role?
Addressing his new status as the British Old Spice Captain, Marler reflected on taking over the helm for a brand renowned for its humorous commercial heritage. Marler stated:
“It’s a genuine honor to take on the mantle of the Old Spice Captain here in the UK. Everyone remembers those legendary adverts, and getting to put my own spin on it—nautical cap and all—has been an absolute blast.”
The sports icon, who accumulated 95 caps for England during a distinguished international career before stepping down from professional rugby union in late 2024, has rapidly transitioned into one of the country’s most recognized media figures through podcasting, panel show appearances, and high-profile television broadcasts.
How does the campaign build on the historic brand identity?
The campaign represents a tailored effort by parent company Procter & Gamble to contextualize Old Spice’s memorable marketing style specifically for British audiences. While the original US campaign starring Isaiah Mustafa relied on surrealism and suave athleticism, Marler’s tenure introduces a distinctly grounded British humor rooted in self-deprecation and direct audience engagement.
“We wanted someone who brings real character, strength, and relatable humor to the role, and Joe Marler checks every single box,” commented brand representatives during the national campaign rollout.
The commercial spots feature Marler delivering tongue-in-cheek monologues while navigating whimsical scenarios, directly referencing his transition from the grueling front row of professional rugby to the polished world of commercial endorsement.
What is the background of this particular development?
The selection of Joe Marler as the UK’s Old Spice Captain arrives at a key juncture in the former athlete’s post-retirement media career. After announcing his retirement from international rugby in November 2024, Marler swiftly expanded his footprint within mainstream British television and podcasting.
His profile reached new heights following his appearance on the debut series of The Celebrity Traitors, where his pragmatic approach and humor carried him through to the show’s final episode alongside fellow contestants.
Old Spice’s decision to appoint a dedicated British captain builds upon a decades-long legacy of high-concept advertising. The modern era of Old Spice marketing began in 2010 with the “The Man Your Man Could Smell Like” campaign featuring Isaiah Mustafa, which became a global viral phenomenon.
By tailoring the concept specifically to the UK market with a prominent homegrown sports and television figure, the brand aims to strengthen its foothold in the competitive male grooming sector.
What is the prediction for how this development affects British consumers and commercial media?
This development is predicted to have a direct influence on both male personal care marketing and the landscape for retired professional athletes in the UK broadcast industry.
For the general British male demographic, Marler’s positioning as the face of Old Spice offers a departure from traditional, heavily polished male grooming endorsements.
By utilizing a former front-row rugby player known for candidness and comedic timing, the campaign makes personal care branding more approachable and culturally resonant for Everyday UK consumers.
For commercial media and sports management, Marler’s high-profile brand partnership sets a strong precedent for post-sport career pathways. It demonstrates a growing appetite among major multinational brands to sign sports figures who possess distinct media personalities over conventional lifestyle influencers.
Analysts anticipate that the success of this campaign could lead to further primary brand ambassadorships being tailored specifically for British television personalities across consumer goods sectors.
