Don't miss the latest stories
Old Spice’s Outrageous New Campaign Pokes Fun At Cliché Ads And Itself
By Yoon Sann Wong, 10 Jul 2017
Video screenshot via Old Spice
Old Spice, the male grooming product brand set to improve ‘mansmells’ is known for its ridiculous yet entertaining commercials. One of its most notable is ‘The Man Your Man Could Smell Like’, launched in 2010 and has chalked up more than 54 million views on YouTube to date.
In line with its renowned absurd style comes this new campaign for its Wild Collection, made by Wieden + Kennedy, that’s targeted at teenage boys and their mothers. It follows the tagline, “Moms and Sons Agree - It Practically Smells Itself.”
It not only pokes fun at advertising tropes, but also its recent marketing stunt featuring an animatronic sea creature called ‘S.Q.U.I.D.’, inside the spot titled ‘Beach Budz’.
“Old Spice knows that according to ancient boy-law, if something is cool, moms can’t like it, and if moms like something, it can’t be cool,” explained Janine Miletic, Old Spice brand director at P&G. “Our new Wild Collection campaign challenges everything young guys thought they knew by creating a humorous alternate dimension, where teenage-boy marketing and mom-vertising collide.”
The campaign comprises two 30-second spots as well as several shorter videos, all shown below.
[via Adweek, videos via Old Spice]
More related news
Also check out these recent news