Moms Are Unimpressed With Marketing Gimmicks in Old Spice's Latest Campaign

Spots for 'Wild' Collection Have Fun With Advertising Stereotypes

Published On
Jul 06, 2017

Editor's Pick

Having had some fun with moms and sons previously with the "Momsong" campaign, Old Spice is back for more.

The latest campaign by Wieden & Kennedy centers around the idea that moms and their male offspring are impressed by different kinds of advertising. It has fun with advertising stereotypes, but cleverly manages to target both audiences in the brand's inimitably wacky style.

In the spot seen here, two moms walking along a beach are singularly unimpressed by a speed-boat driving octopus and a paragliding bear. "The things brands do to advertise to boys," says one, shaking her head. The other mom then goes into infomercial mode to promote Old Spice's "Wild" collection. The tagline is "Moms and sons agree, it practically smells itself."

A similarly quirky scenario sees two moms on a hike confronted by a rocket-powered Alsatian in sunglasses. "That's supposed to sell deodorant?" asks one, before going into a full-on sales pitch.

The campaign also includes five-second spots showcasing the Old Spice Wild collection, including its new Krakengärd deodorant (which can apparently eliminate that pesky "I have a son" smell. )


Jul 07, 2017
Brand :
Old Spice
Client :
Old Spice
Agency :
W&K Portland
Director, Marketing :
Janine Miletic
Associate Director :
Matthew Krehbiel
Assistant Brand Manager :
Eugenia Chacon
Creative Director :
Ashley Davis-Marshall
Creative Director :
Matt Sorrell
Copywriter :
Darcie Burrell
Copywriter :
Greg Seles
Art Director :
Nicole Blauw
Art Director :
Liz Malenfant
Producer :
Monica Ranes
Senior Producer :
Lindsay Reed
Producer Assistant :
Ricara Stokes
Account Team :
Ghada Soufan
Account Team :
Phil Williams
Account Team :
Thomas Harvey
Business Affairs Manager :
Dusty Slowik
Strategic Planning :
Britton Taylor
Strategic Planning :
Drew Philips
Production Company :
Morton Jankel Zander
President :
David Zander
Director :
Steve Ayson
Director, Photography :
Jan Velicky
Executive Producer :
Emma Wilcockson
Production Service Company :
ICON Films
Production Services :
Carmen Pepelea
Producer :
Lara Baldwin
Editorial Company :
MacKenzie Cutler Editorial
Editor :
Gavin Cutler
Assistant Editor :
Brendan Hogan
Executive Producer :
Gina Pagano
Visual Effects Company :
The Mill
Producer :
Kris Drenzek
Production Coordinator :
Samantha Hernandez
Creative Director :
Tim Davies
Shoot Supervisor :
Tim Davies
2D Lead Artist :
Tim Rudgard
2D Lead Artist :
Tim Davies
2D Lead Artist :
Greg VanZyl
2D Lead Artist :
Gareth Parr
2D Lead Artist :
Jale Parsons
2D Lead Artist :
Dylan Streiff
2D Lead Artist :
Daniel Lang
2D Lead Artist :
Bill Higgins
3D Lead Artist :
Charles Storniolo
Sound Company :
Mackenzie Cutler
Sound Designer :
Sam Shaffer
Original Music :
Beach Buds
Music Company :
Composer :
Graham Barton
Producer :
Katy Davidson
Producer :
Rob Dennler
Mix :
Engineer :
Noah Woodburn
Producer :
Leslie Carthy
Color Transfer :
The Mill
Colorist :
Derek Hansen
Color Executive Producer :
Thatcher Peterson
Color Producer :
Diane Valera
Color Production Coordinator :
Robert Cohen

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