Old Spice Moms Singing is Superbowl Material

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.

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  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?

Best Super Bowl Ads of 2010

Last year my video roundup of the best Superbowl ads was seen more than 7 million times, so I kinda had to make a sequel. Since this year’s theme (for both aired videos and those banned) seemed to be about guys being gay or wearing underwear, it felt right to use “I Wear No Pants” (used in the Shazam Dockers ad and written by The Poxy Baggards).

Want to see how the ads were rated? Check out USAToday’s Ad Meter, see Advertising Age’s Report, or watch them all at YouTube’s AdBlitz channel.