Behind the Ad Music: Old Spice’s Singing Stalker Moms
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With its latest campaign for Old Spice, Wieden & Kennedy, Portland, Ore., has produced something unexpected yet again. In new spots for the brand’s Re-fresh Body Sprays, the idea of young guys suddenly becoming girl-bait because of their deodorant (long utilized by the likes of Axe/Lynx) takes an unexpected twist — it’s seen from the viewpoint of Mom. The campaign, launched last week, features a chorus of middle-aged women, lamenting in song how their little boys have grown into men.
Old Spice’s move away from beefcake such as Isaiah Mustafa comes essentially down to targeting. The market for its Re-fresh Body Spray (which is designed to enable one spray to last all day — releasing bursts of scent throughout the day as guys sweat) is a wide range of guys from 12 to 24, as well as their moms, who might make the purchasing decisions. “We then set out to entertain both of them with this campaign,” explained an Old Spice brand spokesman.
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