Old Spice is known for their attention-grabbing commercials and its latest “Momsong” is no different.
The Old Spice commercial was published on YouTube Friday, January 3, 2014, but made it’s first network appearance when it aired during the AFC Wild Card game between San Diego and Cincinnati. The video already has more than a million views on YouTube in just under three days.
The 60-second spot that aired Sunday will be followed by two shorter variations on the same theme.
The commercial starts off with a muscular adolescent boy putting on his t-shirt and leaving his room, leaving to reveal his mom standing behind the door the whole time. Can you say, Creepy.
The commercial goes on with her singing a song about how her boy is becoming a man, which then gets picked up by other mothers in a series of them spying on their sons and their girlfriends. The mothers can be seen hiding behind doors and drapes, hanging off the back of cars, emerging from couch cushions and bursting from beneath the sand of the beach. Even more disturbing, as Los Angeles Times reported one of the mothers seems to be co-habiting a school janitor’s body.
The commercial was directed by Steve Ayson for the ad agency Wieden + Kennedy and the production company MJZ, is part of the company’s “Smellcome to Manhood” campaign, which also ties into the company’s efforts to end an “overspray epidemic.”
Old Spice has always been aware of the fact that male hygiene products are mostly bought by women. Primary example is with their commercial “The man your man could smell like” campaign which spoke directly to women, promising the man in their life who did everything from bake cakes to ride motorcycles, provided he wore Old Spice.
Old Spice Marketing Director John Sebastian says this latest ad is targeting young men 12- to 24-years-old and also is aiming to entertain the mothers who may be purchasing products for these guys. “It’s time for Old Spice and moms around the world to come together to ‘smellcome’ their sons to manhood,” Sebastian said.
Old Spice Mom Song
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