Which new ad is so creepy-awesome it'll either have you running to therapy or posting it to your Facebook wall with "LOL"? That'd be Old Spice's latest runaway hit, "Smellcome to Manhood," which debuted on Sunday during the NFL playoffs and has since reached more than 660,000 views on YouTube.
The campaign, for the brand's line of Re-Fresh Body Sprays, features bizarre, freaked-out moms stalking their romantically inclined teenage sons in a series of commercial spots. All the while they lament, through a catchy anthem, "Old Spice sprayed a man of my son, now he's kissing all the women and his chores aren't done. He was just my little sweetie, tiny fingers hands and feet, now he's touching, kissing, feeling all the women because Old Spice ..."
It's quickly going viral, with Twitter abuzz about the odd new sales pitch. Fans there have called it "wonderfully bizarre," "horrifying," "terrifyingly wonderful," "brilliant" and "hilarious."
Old Spice has historically had a knack for appealing ads. Very early spots featured a catchy whistle, and others have successfully riffed on themes including "The Man Your Man Could Smell Like," starring former NFL player Isaiah Mustafah. That ad went viral in 2010, with subsequent hits including a 2011 challenge between Mustafah and Fabio, and then "Smell is Power," with Terry Crews, in 2013.
Its latest campaign, notes AdWeek, specifically targets teenage boys. "Easier than running afoul of the law and far more satisfying than simply talking back," it notes, "men around the nation now have a healthier way to rebel: Just spray to get laid."