Old Spice is promoting Re-Fresh Body Spray among young men with “Smellcome to Manhood”, a campaign featuring obssessive mothers in song. The creepy comedy campaign brings together a series of gags in which mothers stalking their adolescent sons bemoan the role of Old Spice in their boys becoming men with sex appeal. These frumpy moms go to extremes: from dragging themselves behind a speeding car in a laundry basket, washing up on the shore of a beach, to falling from the sky playing a violin. The Smellcome to Manhood product warning: “Old Spice may cause boys to become men, girls to become girlfriends, and moms to become sad”. Old Spice hosts the MP3 and lyrics.
Steve Anderson, creative director/lead Flame artist at The Mill, talks about the visual effects side of the campaign.
“We decided to try and shoot every gag as a live-action/in-camera sequence: good old-fashioned film-making and this process didn’t come without it’s own challenges. What made this spot significantly trickier than the norm was the fact that the moms were singing the jingle throughout the spot while performing some ridiculously complicated stunt attached to wires and rigs. Some of the moms struggled to keep up their performances so there was a fair amount of manipulating their mouths to keep them signing through the spot including shooting a scene in reverse making it impossible for a mom to sing any lyrics. We created a head replacement, mouth replacement and even had one of our would be leading ladies at The Mill singing a section of the jingle so we could comp into the shot.”
Oh I didn’t see it coming but it came in a can
Now my sweet son sprayed into a man
Mine too and hey we know just who to blame
When our sons have fun with women and misbehave
Old Spice! Sprayed a man onto my son
Now he’s kissing all the women and his chores aren’t done
He was just my little sweetie, tiny fingers, hands and feeties
Now he’s touching kissing feeling all the women because
Sprayed a man on my son. Now he smells like a man and they treat him like one.
The Mom Song campaign was developed at Wieden & Kennedy Portland by creative directors Craig Allen and Jason Bagley, copywriters Justine Armour and David Povill, art director Ruth Bellotti, senior producer Lindsay Reed, account team Liam Doherty, Diana Gonzalez, Yaya Zhang and Jessica Monsey, executive creative directors Susan Hoffman and Joe Staples, head of production Ben Grylewicz.
Editor was Jim Hutchins at HutchCo Technologies with assistant editor Patrick O’Leary and producer Jane Hutchins.
Visual effects were produced at The Mill by head of production Arielle Davis, executive producer Sue Troyan, producer Adam Reeb, coordinator Ben Sposato, creative director/lead Flame artist Steve Anderson, 3D lead Meng-Yang Lu, 3D artists Mike Di Nocco, John Price, Lisa Ryan, Margolit Steiner, Scott Wilson, Jale Parson, Edward Black, Steve Cokonis, Tara De Marco, Tim Robbins and Dag Ivarsory.
Colorist was Mark Gethin at MPC.
Music was produced at Walker, Portland, by producer Sara Matarazzo, assistant producer Abbey Hickman, and recorded at The Warehouse Studio and GGRP, Vancouver, with composer Brad Neely, recording engineer Vince Renaud, composition engineer Graeme Gibson, assistant music engineer Zach Blackstone and recording coordinator Derick Cobden.
Audio post production was done at Barking Owl by post engineer Brock Babcock and producer Whitney Fromholtz.