New integrated campaign depicts how mums and dads react differently to sons’ entry to manhood, featuring lyrics from Flight of the Conchords’ songwriter Bret McKenzie.
Old Spice has released “Dadsong” as a sequel to the much-hyped “Mom Song” TV spot. According to the brand, “Gifting Old Spice is a holiday tradition passed on from grandfathers to dads to sons – helping smellcome new generations of boys to manhood across the world each year.”
The parental reaction to this masculine rite of passage however often results in a clash of differing opinions between mothers and fathers, as humorously illustrated in the newly released Old Spice “Dadsong” (:60) integrated ad campaign. At the centre of the mum-dad debate is Old Spice Re-fresh Body Spray, the “gift that keeps on giving one spray at a time” with its patented sweat-activated Re-fresh Technology, ensuring “One Spray Lasts All Day” and bringing an end to the juvenile overspraying epidemic.
“It’s time for Old Spice and mums and dads around the world to come together to smellcome their sons to manhood.”
Based on a global insight that mums want their little boys to stay young forever and dads being proud and relieved when their sons grow up, “Dadsong” features a chorus of mothers and fathers offering their perspective in yet another comical, over-the-top song from the brand that has been helping guys navigate the seas of manhood for more than 75 years. “Dadsong” builds on the all-too-real Smellcome to Manhood-themed narrative of the Old Spice “Mom Song” TV spot, serving as an unexpected sequel to the viral sensation that has accounted for nearly 10 million views on YouTube since its North American release in January 2014.
“While it’s natural for mums and dads to have different emotional responses to their sons growing up, it’s every parent’s goal to raise their son to be a confident man who smells as amazing as a VHS collection of 1980s action movie training montages,” said John Sebastian, Old Spice Brand Director at Procter & Gamble. “It’s time for Old Spice and mums and dads around the world to come together to smellcome their sons to manhood.”
Developed with advertising agency Wieden+Kennedy (Portland), and with music and lyrics provided by Academy Award (The Muppets / Best Original Song in 2012) and Grammy Award-winning (Flight of the Conchords / Best Comedy Album in 2008) musician Bret McKenzie, “Dadsong” launches concurrently in numerous countries where Old Spice is sold around the world – the first simultaneous global launch of ad creative in the brand’s history.
In the U.S., “Dadsong,” which is currently available on the brand’s social media channels on Facebook (Facebook.com/OldSpice) and YouTube (YouTube.com/OldSpice), will make its television debut during the NFL’s Thanksgiving games today. “Dadsong” also will play on the big screen at participating U.S. theatres nationwide in advance of the holiday season’s most anticipated movies, including “The Hunger Games: Mockingjay,” “Dumb and Dumber To” and “Horrible Bosses 2.”