CINCINNATI--(BUSINESS WIRE)--Gifting Old Spice is a holiday tradition passed on from grandfathers to dads to sons – helping smellcome new generations of boys to manhood across the world each year. The parental reaction to this masculine rite of passage however often results in a clash of differing opinions between mothers and fathers, as humorously illustrated in the newly released Old Spice "Dadsong" (:60) integrated ad campaign. At the center of the mom-dad debate is Old Spice Re-fresh Body Spray, the gift that keeps on giving one spray at a time with its patented sweat-activated Re-fresh Technology, ensuring "One Spray Lasts All Day" and bringing an end to the juvenile overspraying epidemic in this country.
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."
Old Spice HoliSPRAY Toy Donation Exchange
In a boy's journey to manhood, toys provide laughter, fun and exploration of the world. Building off the "Dadsong" ad creative, and bringing attention to the massive quantities of boxed up children's toys in garages and attics around the country, Old Spice will launch a holiday toy donation program with non-profit Second Chance Toys, an organization dedicated to keeping plastic toys out of landfills by donating them to children in need throughout local communities in the U.S. The Old Spice HoliSPRAY Toy Donation Exchange, which runs from Dec. 3 through Dec. 15, encourages moms and dads to donate their sons' gently used plastic toys in exchange for Old Spice Re-fresh Body Spray. For more information on the Old Spice HoliSPRAY Toy Donation Exchange, visit www.secondchancetoys.org/corporate-sponsorships/oldspice.
Old Spice Re-fresh Body Spray
This holiday season, giving the gift of manhood couldn't be easier with Old Spice Re-fresh Body Spray. Perfect for any stocking, it's the gift that keeps on giving one spray at a time. Re-fresh Body Sprays contain a P&G proprietary Re-fresh Technology that features a patented cyclic molecule with an empty core that absorbs some fragrance as the Body Spray dries on the skin. As a guy sweats, fragrance is pushed out of the core releasing bursts of scent when a guy needs it the most. With Old Spice Re-fresh Body Spray, “One Spray Lasts All Day,” helping guys around the world "Scent Responsibly" by eliminating the need for guys to overspray or reapply throughout the day.
In the spirit of the holiday season, Old Spice will offer special savings on Old Spice Re-fresh Body Spray in the P&G brandSaver® in newspapers across the U.S. on Sunday, Nov. 30, as well as for download on http://www.coupons.com for redemption at retailers nationwide.
For more information on Old Spice Re-fresh Body Spray, visit OldSpice.com. For more information on muscles, lasers, nachos and jet skis, visit Twitter (@OldSpice), Facebook (Facebook.com/OldSpice), YouTube (YouTube.com/OldSpice), Instagram (oldspice) and Tumblr (oldspice).
About Old Spice
Procter & Gamble’s Old Spice is the quintessential men’s grooming brand. With 75 years as an American icon, Old Spice is the authority on the male grooming experience and has leveraged this heritage to become the No.1 selling anti-perspirant/deodorant stick and body wash brand with guys of all ages. Old Spice brings authenticity, performance and confidence to male grooming and offers a wide product portfolio for today’s man, including anti-perspirants, deodorants, bar soap, body washes, body sprays, after shaves and colognes.
About Procter & Gamble
P&G serves nearly five billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Duracell®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, Wella® and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.