Old Spice TV Spot, 'Mom Song'

iSpot Review - July 8, 2015

Old Spice, again, taps the intrepid team at Wieden + Kennedy to deliver an askew, ambling, ad adventure, chocked full of absurdities and randomly twisted visual jokes.

Many a mom sings a sad siren song while she witnesses the pubescent posturing of her young man and his lady. Each mother peers and leers, as a fly-on-the-wall, while her sobbing warbling body cleverly emerges in and out of the shots in the most enjoyably upsetting ways. Whether breaching up from under a sand beach, or sullenly poking from out a bowling ball return rack; the moms are funny and lovable creepers.

The genius in the approach is that it co-opts body-spray messaging, brashly hammered home over the years by Axe, and packages it in a wholly unique campaign style that is undoubtedly Old Spice. The final melodic sound - the whistled sailor tune - puts a perfect branded bow on the engaging experience.