January 7th, 2014
Breaking Down Moms in the Latest Ad from Old Spice
Ever since Old Spice launched its “The Man Your Man Could Smell Like” campaign back in 2010, they’ve successfully rebranded themselves from being the tired old drugstore deodorant your dad uses, to the classic yet inexpensive and non-Axe option suitable for young men. The latest from Old Spice, however, takes aim at mothers in a way that some are finding downright offensive for perpetuating the stereotype of the stuffy, hawkish mom who can’t bear to see her little boy grow up and date girls. Take a look:
The blog Momfluential posted on this earlier, raising questions about the ad and writing from a mom’s perspective at why the ad is problematic. She shoots down the idea that this makes a good counterpoint to ads making fun of incompetent dads, and suggests that it’s not just moms who should be insulted, adding “…this ad paints a frighteningly misogynistic picture of motherhood and womanhood.” With well over 2 million views on YouTube at the time of this post, the commercial seems to be taking off, and is getting the kind of popular buzz most advertisers want.
What do you think? Share in the comments or, better yet, break this ad with the Media Breaker! We’ll put your version back up online for all marketers to see – when you break the media, you can change the message!