The moms in this new commercial for Old Spice deodorant take the helicopter parent stereotype to the next level. They are also a group of very sad and sorrowful women. So what is it about deodorant that has gotten them so upset? It turns out that now that their boys use Old Spice deodorant, the boys have grown into men and want to leave dear old mother behind for the world of girls. These moms won’t be so easily abandoned though. Instead of letting their sons grow up, which is what an emotionally-stable parent would do, these moms go to crazy lengths to follow their children around on their dates, never allowing a moment to pass in which the guys aren’t under the glare of mama’s watchful eye. Uncomfortable stuff if you think about it. Didn’t Alfred Hitchcock make a little film about unhealthy relationships with one’s mother?
There is often a fine line in commercials between funny and creepy. An example is this Foot Locker commercial in which Mike Tyson returns Evander Holyfield’s ear. Viewers probably found that either unsettling or funny, depending on their personal preferences. Apparently Old Spice made the commercial below to target males in the age range from middle school to college. The idea is that since moms may buy their sons deodorant, it would be good to include moms in Old Spice’s message. I’m not sure that this is a great strategy. For one, the moms in the commercial are associated with negative emotions, so if I was a mom, I would want to distance myself from such emotions and would avoid buying the deodorant. Moms can be emotional and act irrationally when their children are involved, so why be the brand that reminds them that their beloved son is going to leave them for some other woman? Secondly, by associating themselves so strongly as a juvenile brand, they alienate grown men. What man wants to buy a deodorant that is marketed towards kids who live with their mothers? Maybe Old Spice is comfortable with this young targeting because they feel there’s a large enough market there, but come on, their products aren’t called “Young Spice.” Check it out below and let us know what you think. Do you find these mothers unsettling? If you like it, ‘Share’ it.
Check out this “cheeky” Hardee’s commercial