Dive Brief:
- Old Spice is putting out a sequel to an over decade-old ad about the difficulty moms experience in seeing their sons reach manhood as the Procter & Gamble brand introduces new product innovations, according to a press release.
- A 60-second spot, “The End of Adolescents,” reworks a classic Boyz II Men song, with a trio of moms leading a gauzy, R&B-inspired music video wherein they lament their boys becoming more independent. The humorous effort builds on the legacy of Old Spice’s oddball “Mom Song” campaign from 2014.
- Created with agency Wieden+Kennedy, “The End of Adolescents” is already running across major TV networks and digital platforms. Creative highlights a Swagger Signature Scent Control system that allows users to personalize the intensity of their body spray based on occasions and skin sensitivity.
Dive Insight:
To realize its follow-up to “Mom Song,” a memorable bit of marketing from the 2010s, Old Spice officially licensed Boyz II Men’s iconic “End of the Road.” The aptly-named R&B group’s lyrics have been adjusted to reflect the sentiments of helicopter moms feeling torn about their sons maturing, including by getting taller and catching the notice of women. The trio of moms in the ad blame Old Spice for enabling these changes, with one singer stating she stays up late at night writing letters to the brand about making her son smell “too fresh.”
While teenage boys are spending more on fragrance, category stalwarts like Old Spice are contending with a Gen Z cohort that is gravitating more toward higher-end fragrances, Piper Sandler data found.
“Mom Song” has a quirkier but creepier vibe, showing moms donning disguises and stalking their sons during intimate moments. The update to the concept seeks to preserve the playful spirit of the original while offering viewers something modern and aspirational, the press release stated. Brett McKenzie, of comedic music duo Flight of the Conchords, penned the original “Mom Song,” which was also developed with agency Weiden+Kennedy. The 2014 ad received some pushback among critics who took issue with depicting moms as one-dimensional in their clinginess.
“Our 2026 campaign, ‘The End of Adolescents,’ brings back the legendary vibe of the ‘Mom Song’ running for decades now, reimagined for today’s generation,” said Kate DiCarlo, senior communications director at P&G, in a statement.
Old Spice is using the campaign to promote a new Swagger Scent Control System that allows users to better personalize the intensity of their body spray through a meter that ranges from subtle to bold. In addition, the brand is inviting consumers to join its Clippership Club rewards program.
Other Gen Z-focused personal care brands have tried to account for young men’s tendency to douse themselves in body spray, leading to brand associations with immaturity. Axe, one of Old Spice’s chief competitors, last month launched a campaign titled “The History of Overdoing It” that uses an academic narrator to showcase instances throughout history where men have laid it on too thick. Similar to Old Spice, Axe is introducing a new proprietary spray system that encourages more moderate application of its products.
