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Old Spice’s ‘Momsong’ commercial

Marketing genius or just plain weird?

January 07, 2014

If you were watching the NFL playoff games on Sunday, you probably came across a new Old Spice commercial now called ‘Momsong.’ If you haven’t watched it yet, please do. It will probably leave you confused, creeped out and kind of laughing:

Yeah that was bizarre. But once again it’s getting everyone talking, which is the brilliance behind this marketing campaign. In the past few days it has skyrocketed to viral, with over 2 million hits on its YouTube post and according to social analytics company, Topsy, the term ‘Old Spice’ has been tweeted over 50,000 times.

Here is just some of what the Twitterverse had to say:

Old Spice Tweet 1

 

Old Spice Tweet2

 

Old Spice Tweet 3

 

Old Spice is no stranger to catchy ad campaigns but I think this one takes them to a whole new level of alarming.  The ad, which has both 30 and 60 second renditions, starts off with a son getting ready for a date and puts on his Old Spice just before he walks out the door. As he leaves, it reveals his mom standing behind the door the whole time and she starts singing a song wallowing about how her little boy is becoming a man because of Old Spice.

The commercial then explodes into a whole crop of moms singing and spying on their sons. The creepiness ranges from a mom riding in a laundry basket behind her son’s car to another mom disguised as a janitor in her son’s school. It’s so over-the-top that it makes it hard to look away.

Verdict: Will you have nightmares about this commercial? Probably. Will you remember Old Spice next time you’re in a pharmacy? Definitely.

 

Let us know what you think about the new ‘Momsong” ad by tweeting to us: @MassTechnology.

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