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.

Credits

Date
Jan 06, 2014
Agency:
Wieden & Kennedy-Portland
Brand:
Old Spice
Client:
Old Spice
Director:
Steve Ayson
Production Company:
MJZ
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
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:
WALKER
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:
MPC-LA
Artist:
Mark Gethin

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Project Type