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 KrakengÃ¤rd deodorant (which can apparently eliminate that pesky "I have a son" smell. )