Old Spice’s 2014 Superbowl ad shows moms singing and stalking their sons
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.
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 by 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?
In case you share my obsession with “My Singing Monsters,” you’ll need a breeding guide to get the advanced monsters. Download the images below to your phone so they’re easy to reference. And friend me: 2846120DC and visit me on YouTube!
Here is the Nalts pictorial guide on how to breed such monsters as Shrubb, Oaktapus, Forcuron, Fwog, Drumpler, Maw, Pummel, Clamble, T-Rox, Entbrat, Dandidoo, Pango, Ccybop, Spunge, Thumpies, Congle, Bogart, Quibble, Dedge, Cybob, PomPom, Scups, Riff, Reedling, Shellbeat, Quarrister, and Shugabush.
Go get ’em! NOTE: for advanced monsters, your odds could be as low as 1% so keep trying!
Sure this has nothing to do with online video, but I figured the blog has been dark for a while… so why not?
I’m a big fan of Rhett and Link, the singing duo on YouTube who make sponsored videos that are so damned entertaining they hurt. It’s like watching MGM’s latest videos… I am both thrilled for them and ready to hang up my hat.
I’ve blogged about them dozens of times, featured them in my book, and recently noticed that their views for sponsored videos rivals their views of “normal” videos on YouTube. Could you have guessed years ago that a fairly unknown duo doing mostly musical commercials would garner a regular following that exceeds many non-sponsored performers?
So how do these two turn promotions into candy coated, juicy filled delights? There are many correct answers, but I believe there’s one best answer.
It’s not their talent, creativity, music, comedy or filmmaking skills. It’s because they have earned the right to convince a client to give them creative freedom. I’ve NEVER seen a Rhett & Link advertainment musical that wouldn’t delight me as a client. Damn this blog post sounds like a friggin’ advertisement for them, and I’ll admit I consider them friends (or at least I’ve got a fellow creator… with a fan crush). But I’m not on commission.
This new pillow spot brings visual intrigue surpassed by few videos since “Mentos and Coke,” and combines it with a song that’s great on its own. 300K plus views just one day after launch, and nearly 10% of the viewers “liked” the video. These little hicks are modern day Mad Men who don’t have to buy their way to eyeballs, and they make it look effortless like an olympic gymnast. Want to know the real pisser? They’re laid back and cool. Combine these guys with MysteryGuitarMan and you’ve got a never-ending gobstopper of viral video fun… without a lick of pretension.
Some gents enjoy their fine wine. Others a cigar or brandy. But this girl wants to savor the sweet symphony of music, creativity, amateur videography and blissful promotion. The Awl writes about the best songs written for commercials, and I propose that blog post redirect to Rhett and Link.com.
What’s even more magical about this SleepBetter.org campaign is that it’s like entering Disney World. You just keep getting sucked deeper into the experience. My kids discovered it, and ran to my office insisting I search “2 guys, 600 pillows.” We watched it several times, and then gazed upon the “behind the scenes,” which was brilliantly placed back at SleepBetter.org. I was spellbound as I was reminded that a few of my 20 plus pillows are perhaps older than some of my children. And I will absolutely 100% purchase a pillow from SleepBetter.org, and this company — nameless to me 30 minutes ago — has now the reflected glory of this North Carolina duo. I’m beginning to wonder if Rhett and Link could sing a song that would make me want to eat dog food cooked from 7 owls. And frankly I think they could.
“Dad can we buy the song on iTunes?” said daughter Katie from the other room. Did she really need to ask? Now my kids are discussing the lyrics… Julie McKnight.
This absolutely is my favorite video of 2009. I’ve watched it at least 25 times, and my family is going crazy. Meet “Auto-Tune the News,” and this recent clip: “Murdered with a Spoon.” (Lot of details about the creators below).
Isn’t it just so perfectly imperfect!? Do you walk away singing the intro melody over and over? Do you just savor the 7 seconds of ambiance before the beat? The singing is practically perfect (that’s the Gregory Brothers, who can be found on YouTube’s Schmoyoho‘s channel or via Barely Political). The Bronx-based gang uses autotune to create singing news anchors, and then lays down beautiful beats and vocals to accompany them. Visit their websites and you’ll find a cool and fresh sound that’s not what you’d expect from the voices behind the clips.
The clips are quirky and repetitive, and the musicians are plopped into the news clip with a wonderfully amateur use of green screen. I hope they NEVER lose that touch: the glowing green hues, the chopped graphics, the deliciously low-budget glory. But don’t assume production was rushed. Little treats are hidden for faithful viewers… the Pabst Blue Ribbon beer, the recurring “shawty” references, the weathered monkey suit (passed from the Gregory brothers grandfather), funny titles, and Katie Couric’s regular cameos. Best of all, the hands that appear awkwardly in front of the victims… featuring cowbells. Honestly- I want to bear hug the brain that conceived this.
Hats off to the Gregory Brothers and the soulful Sarah Fullen Gregory. The crew has amazing and diverse musical talents, and the commentary on current events is playful and quirky. We see the odd media circus parodied without an apparent left or right-wing agenda or even mild sarcasm. Absurdity is celebrated not criticized.
Thanks to Barely Political, NextNewNetwork and Ben Relles for helping me find these cats. Please don’t teach these guys how to use Green Screen any better, because the rough edges make it quirkier and accessible. Five big-ass stars, and I’m crossing my fingers for a Balloon-Boy melody. And I’m counting down the seconds for when this channel jolts past me and others on YouTube!
Oh damn this is cool. Bobby McFerrin turns the entire stage into a keyboard, and the audience into his pipes. It’s a fascinating demonstration of our brains in action. Well, not your brain and my brain. We’re just receiving the encoded video. But Bobby’s and the audience. Not the doctors on the stage either. They look like they can’t wait until it’s over.