Best of 2014 #4 TV/Film: Moms Lament Their Sons Reaching Manhood for Old Spice
Campaign For Body Sprays Takes A Mom's Eye View Of Smelling Like A Man
Jan 06, 2014
Through this week, we continue our countdown of the best work of the year in TV/Film, Print/Outdoor/Design and Interactive (IX)/Integrated/Social. See all the Best of 2014 so far here.
At #4 in TV/Film, Old Spice and Wieden + Kennedy Portland moved on from the Man Your Man Could Smell Like ot focus on another target that might find its body products worth buying: moms. Over the top ads featured mothers stalking their sons to ridiculous extremes as they lamented their boys becoming men -- to the tune of an outragoeous '80s-style ballad.
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 W+K Portland and directed by MJZ's Steve Ayson, a succession of middle-aged mothers lament (in ballad-style song, while performing creepy stalker activities) the fact that their sons have grown up and become come of age -- attracting all the women thanks to a can of Old Spice body spray. The strapline is "Smellcome To Manhood". The 60-second spot, which broke last night (January 5), will be followed by by two shorter variations on the same theme.