The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2014 One Show - Advertising

Tree :15

Agency Wieden+Kennedy / Portland

Client Old Spice
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Annual ID

141265A

About the Work

Here you are, on the cusp of manhood, a young man about to transition into maturity and enjoy all the perks of not being a kid anymore. But there's one person who doesn?t want you to become a man?your mom. Instead of seeing the man you?re becoming, she only sees the little boy she raised. And she wants to keep you a boy for as long as she can. She doesn?t want you to smell like a man, because then you?ll meet a woman who will steal you away forever. This campaign features those moms who will stop at nothing (including singing) to prevent their sons from becoming men with Old Spice.