Old Spice's "Mom Song" from 2014 Superbowl

Old Spice Moms Singing is Superbowl Material

Mother’s everywhere are mourning the loss of their young boys as they become a man. And in this Old Spice “Mom Song” commercial, they’re singing as they stalking their children, clutching to their cars while riding laundry bins, and showing up in odd places like beaches and cafeteria

A superbowl commercial website is calling this ad creepy, but it’s absolutely my favorite Old Spice ad since Mustafa’s “this is what your man could smell like” viral hits of 2009 and 2010. I hope the agency (still Wieden and Kennedy) runs it on the 2014 Superbowl. There’s a also a shorter alternative with a woman popping her head from a bowling ball machine.

old spice mom song lady

The first Old Spice mom in “Mom Song” looks like Arnold Schwarzenegger in Total Recall (remember she shouts “two weeks” as her robotic head explodes?).

My day job, when not a Viral Video Genius, is insights strategy at an advertising agency (which works in healthcare and has nothing to do with this spot). I’ve worked with P&G but not in many years.

So I like to try to imagine what “insights” drove this campaign. Here’s my guess:

  • Guys are sold on Old Spice. But moms are buying Old Spice — especially for young teens.
  • Moms see Old Spice as a brand for grownups, and they’re reluctant to let go of their boys.
  • Moms don’t want to be sold Old Spice or told they’re clingy.

So the creative challenge was likely to win over moms ┬áby satirizing the clingy mom who won’t let their kids grow up. “You, dear shopper, do not look like Arnold in drag in Total Recall.”

Note what the spot doesn’t do: it’s not telling moms to “let go,” or “buy Old Spice to help them get the girls,” which would have the opposite of the desired effect. This just in: seems I called it right according to this AdAge piece that attributes the song to musical agency “Walker.”

What ya think? Love it like me? Freaked by it? Think it will work?

3 thoughts on “Old Spice Moms Singing is Superbowl Material”

    1. Fair observation and shared among others. I have a taste for this sort of thing, though. I think your comment is especially important if it’s aimed at moms and moms find it too weird/offensive to buy. Ya think?

  1. I think Dads should be buying their sons’ hygiene products. So, yeah, I think it’s creepy and doesn’t appeal to me at all. (Plus, my father wore Old Spice and I don’t want to cuddle up to someone who smells like my father when he is 14 and stinky).

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