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Old Spice ‘Momsong’ online ad gets 1.3 million hits in 3 days

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Old Spice appears to be burning up the bandwidth with “Momsong,” a minute-long, body-spray-touting video that has racked up some 1.3 million hits (and counting) since it was posted to YouTube on Friday.

The song – in a sort of ‘70s-era power ballad parody – is motherhood’s group lament about the effect of Old Spice’s new Re-Fresh body sprays on their offspring. It begins like this: “Oh, I didn’t see it coming, but it came in a can / Now my sweet son’s sprayed into a man.” The humor of the song is heightened by the running visual creepy-funny gag of myriad moms sprung from various and sundry hiding spots from which they’ve been spying on their sons’ amatory dalliances. Mons emerge from behind bedroom doors, wash up on the beach, hang on to car bumpers and even slither (I don’t know what else you’d call it) from between couch cushions.

The Procter & Gamble brand’s latest bid for the burgeoning body-spray business is more than downright funny (and it is that – the office cubicle farm was alive with laughter as the video made its rounds Monday) it’s a clever way of reaching both the younger end of the demographic (Old Spice says its recent survey indicates the average age of first body-spray use among males is 13) and their money-spending parents in a way the overtly sexual ad campaigns of other brands (like Unilever’s Axe brand for example) don’t.

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So it should come as no surprise that the new “Smellcome to Manhood” advertising and marketing campaign was developed with Wieden + Kennedy, the Portland, Ore., based ad agency that, two years ago, helped Old Spice reach new heights by talking directly to the female of the species in another viral-video sensation featuring a smooth-talking, towel-clad Isaiah Mustafa.

“Momsong” made its TV debut during the Sunday NFL Wildcard Weekend broadcast. The full-length ad as well as a 30-second version and a pair of 15-second spots (one that features a tree full of crying moms, the other a bowling alley) -- can be viewed at Old Spice’s YouTube channel and Facebook page.

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adam.tschorn@latimes.com


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