In its latest revival campaign for its perennially old-guy products, Old Spice is creeping out viewers with moms who are way too concerned with their sons’ sex lives.
The “Momsong” commercial for Refresh body spray, part of Old Spice’s “Smellcome to Manhood” campaign, features various frantic moms following their sons around town, and has racked up over 5 million views on YouTube. There’s a mom disguised as a janitor watching over her son in the lunchroom as he canoodles with a hot high schooler. One mom is buried up to her head in sand as her son canoodles beachside with a hottie. Yet another mom holds onto a car bumper and goes laundry-basket surfing as her son canoodles in a convertible.
There’s a whole lot of sweaty moms and a whole lot of oblivious canoodling.
So what kind of message is Old Spice trying to convey to the teen and twentysomething consumers it’s trying to ensare? It probably just comes down to, “You’re a big boy now, and look how funny it is that Mom’s confused by your burgeoning sexuality.” Of course, some viewers have been left creeped out by the spots.
One tweet called it “both genius and disturbing,” according to CNN. Another tweeted, “BTW the Old Spice Smellcome to Manhood lamenting moms commercial creeps me out AND pisses me off.”
But CNN also highlighted one tweet that nods to the masterfulness of the campaign: “To you fine advertising folks who worked on that Old Spice moms commercial: you silenced a room of football-watchers last night. Nicely done.”
If you’re not creeped out, you can buy the complete line of Old Spice products at Amazon.