The weird genius of Old Spice Momsong

In the latest Old Spice campaign from Wieden + Kennedy Portland mums lament losing their lovely boys to predatory females lured by the boys’ powerful scent

In the latest Old Spice campaign from Wieden + Kennedy Portland mums lament losing their lovely boys to predatory females lured by the boys’ powerful scent

W+K has had an incredibly good run with its Old Spice advertising – surely the quality would drop off eventually? Well, not yet anyhow.

In the launch ad for the Smellcome to Manhood campaign promoting Old Spice’s new body sprays, devoted mums bemoan the fact that they may no longer be the most important woman in their sons’ life.

 

 

 

Two follow-up spots continue the theme

 

 

It’s funny, brilliantly acted and performed, unnerving, weird, utterly memorable and distinctive and unlike any advertising we have seen for a long while.

 

Credits:

Agency: W+K Portland
Creative Directors: Craig Allen, Jason Bagley
Copywriters: Justine Armour David Povill
Art Director: Ruth Bellotti
Production Company: MJZ
Director: Steve Ayson

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