Today’s arrest of Pro Football Hall of Fame linebacker Lawrence Taylor is a reminder to those of us in marketing that it’s important to carefully consider the company we keep. There are always risks – past and future – associated with signing on a celebrity spokesperson. But when dieting company Nutrisystem aligned itself with Taylor, they assumed a level of risk greater than most. The company, of course, immediately severed ties with him saying they were “shocked and saddened” by the rape allegations. Admittedly, Taylor managed to stay out of trouble for more than a decade and he seemed to ingratiate himself with America last year during his seven-week run on ABC’s “Dancing With The Stars.” Presumably Nutrisystem weighed the risks of working with Taylor and decided it was worth it. I think we’re all saddened by the turn of events. But “shocked?”

An article in this week’s Advertising Age profiles Isaiah Mustafa, the “man your man could smell like,” who appeared in a television spot for Old Spice.

Mustafa played for the NFL for four seasons, but didn’t realize fame until he teamed with Procter & Gamble on a campaign for the brand’s body wash. The spot debuted during the Super Bowl (see the irony?) and has become an Internet sensation, garnering more than 6 million views on YouTube.

I’ll admit I hadn’t seen the spot or heard of Mustafa prior to reading Advertising Age. The spot is hilarious and he’s certainly easy on the eyes. According to the article, the PR “bonanza” wasn’t planned. Mustafa has been on NBC’s “Today,” the “Ellen DeGeneres Show” and the “CBS Early Show.” He’s apparently scheduled to be on “Oprah” next week. The article’s author, Jack Neff, suggests the buzz is of “…Snuggie-esque, if perhaps not yet iPad-esque, proportions.”

The success of this campaign is clearly not just about Mustafa; he was a relative unknown. It’s about Mustafa’s appeal combined with super-clever creative and an ad slot that cost between $2 and $3 million. While the exposure is enviable to be sure, is Mustafa an iPad-in-the-making? Highly unlikely. But the investment is definitely paying off for P&G in the form of buzz.

(Note: P&G’s share of the body wash market was slightly down in the four weeks ended February 21, according to the article.)