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.
In the U.S., "Dadsong," which is currently available on the brand's social media channels on Facebook (Facebook.com/OldSpice) and YouTube (YouTube.com/OldSpice), will make its television debut during the NFL's Thanksgiving games on Thursday, Nov. 27. "Dadsong" also will play on the big screen at participating theatres nationwide in advance of the holiday season's most anticipated movies, including "The Hunger Games: Mockingjay," "Dumb and Dumber To" and "Horrible Bosses 2."