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

Published On
Jan 06, 2014

Editor's Pick

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.

Orignal Post:

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.


Jan 06, 2014
Agency :
Wieden & Kennedy-Portland
Brand :
Old Spice
Client :
Old Spice
Director :
Steve Ayson
Production Company :
Creative Director :
Craig Allen
Creative Director :
Jason Bagley
Copywriter :
Justine Armour
Copywriter :
David Povill
Art Director :
Ruth Bellotti
Senior Producer :
Lindsay Reed
Executive Creative Director :
Susan Hoffman
Executive Creative Director :
Joe Staples
Executive Producer :
Emma Wilcockson
Line Producer :
Mark Hall
Director, Photography :
Ryley Brown
Editorial Company :
HutchCo Technologies, Inc
Editor :
Jim Hutchins
Assistant Editor :
Patrick O'Leary
Post Producer :
Jane Hutchins
Visual Effects :
The Mill
Head of Production :
Arielle Davis
Executive Producer :
Sue Troyan
Producer :
Adam Reeb
Coordinator :
Ben Sposato
Creative Director/Lead Flame Artist :
Tim Davies
Shoot Supervisor :
Steve Anderson
3D Lead Artist :
Meng-Yang Lu
3D Artist :
Mike Di Nocco
Music Company :
Producer :
Sara Matarazzo
Producer Assistant :
Abbey Hickman
Composer/Arranger :
Brad Neely
Music Recording Studios :
Warehouse Studio
Music Recording Studios :
GGRP Productions
Recording Engineer :
Vince Renaud
Composition Engineer :
Graeme Gibson
Final Mix :
Barking Owl
Post Engineer :
Brock Babcock
Producer :
Whitney Fromholtz
Color Transfer :
Artist :
Mark Gethin

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