TORONTO (Nov. 24, 2014) – 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 friendly disagreement between mothers and fathers, as humorously illustrated in the newly released Old Spice “Dadsong”, where Old Spice plays a central role in this clash of differing opinions.
“Dadsong” features Re-fresh Body Spray, Old Spice’s body spray that includes the innovative and first-in-category Re-fresh Technology, which eliminates the need for guys to overspray or reapply throughout the day. With Old Spice Re-fresh Body Spray “One Spray Lasts All Day” and encourages guys to “Scent Responsibly.”
Based on a global insight that moms 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 moms 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 moms 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.
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