Old Spice has been extolling the benefits of smelling like a man for a while now, but what about the mom's point of view on all this? In a new campaign for its Re-fresh Body Sprays by Wieden & Kennedy, Portland, Ore., and directed by MJZ's Steve Ayson, a succession of middle-aged mothers lament the fact that their sons have come of age -- and are now attracting all the women thanks to a can of Old Spice body spray. What makes -- or breaks -- the spot are the creepy visuals of moms stalking their sons while lamenting the aging process via song.
The strapline is "Smellcome To Manhood."
The 60-second spot broke Sunday and will be followed by by two shorter variations on the same theme.