Boys II Men
Wieden+Kennedy pull off yet another funny spot for Old Spice but
it has a new twist. More along the bizarre, creepy-comedy lines,
director Steve Ayson and The Mill's creative director and 2D Lead
Tim Davies bring us a group of singing, stalking moms who just
can't let go of their baby boys… an issue that might hit close to
home for some.
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. Just
like your mom, right?
Davies gives us some detail on the project; "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."
Old Spice is renowned for its offbeat and hilarious campaigns
and, just like a mom feels for her son, expectations were high for
Mom Choir. Davies adds: "We had a great team working on this and we
all enjoyed going the extra mile. None of us can wait to see what's
coming down the line for the next Old Spice spot!"
Your mom will love it...