Old Spice and Wieden + Kennedy had an amusing hit in 2014 with “Momsong,” featuring mothers bemoaning, in song, how Old Spice had sprayed their boys into men.
The Procter & Gamble brand returns to the mom-son dynamic in a new campaign from W+K for the Wild Collection that pokes fun at teenage boy- and mom-targeted advertising—by parodying both in ridiculously hyperbolic fashion.
The first spot, “Beach Budz,” sets the tone, as two moms walk quietly along a beach.
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