It's tough letting go, especially when Old Spice Re-Fresh is turning your sweet little boys into strong men the ladies can't resist.
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.