Old Spice commercials are always a reprieve from the mundane, but the company's latest has become an immediate viral sensation. "Momsong" was first seen during last weekend's NFL playoff games and has since racked up over 2 million views on YouTube -- in just over 3 days. [Update: it's now over 3 million in just under 5 days]
The hilarious commercial follows crestfallen mothers sneaking around behind their teenage sons as they court dates on beaches and windswept cliffs. "Old Spice sprayed them into men," they lament from behind doors or dragged in by ocean tides, grieving over the loss of their childhoods'.
"Let's face it, growing up these days is tough and no mom wants to see her boy grow up into a man," Old Spice marketing director John Sebastian said in a Good Morning America interview. "But, eventually, it happens to everybody, so what better brand than Old Spice to get there."
The men's body spray and deodorant brand has previously won Emmy's for their comedic marketing featuring sexy Centaurs, the shirtless Isaiah Mustaffa (above), and Terry Crews screaming at waffle irons. But "Momsong" could be on track to be their most popular yet.
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Michael Brodeur is the assistant arts editor for the Boston Globe, covering pop music, TV, and nightlife.