Hasta La Creative!

W+K has a new spot for Old Spice’s “#SmellcometoManhood” campaign entitled “Dadsong,” a follow-up to to the goofy musical “Momsong,” in which mothers lament Old Spice turning their sons into men while engaging in some pretty creepy behavior.

The follow-up, with music and lyrics written by Bret McKenzie (Flight of the Conchords, The Muppets), reprises the sad moms of that spot, but with an answer from the dads. It opens on one of the moms from “Momsong” singing, “Where’s my little boy, I miss him so? Who’s this man living in our home?” while clutching her sons teddy bear as he slow dances with a girl. Soon a chorus of fathers replies that they’re “overjoyed” that they’ll be using their son’s room “for storage pretty soon.” The song is a step up from its predecessor — not a surprise given McKenzie’s involvement — and strikes more of a balance between goofiness and creepiness (which mostly comes across through visual gags). And while it deals in over-the-top portrayals of stereotypical motherly clinginess and fatherly aloofness, it’s also pretty clear that it isn’t dealing in anything resembling reality. Fans of McKenzie’s distinct style of musical comedy, and anyone who enjoyed the original “#SmellcometoManhood” installment, should get a kick out of “Dadsong.” (more…)

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The construction man in the new Dickies spot produced by Seattle-based agency Creature is actually wearing a blue-collared shirt, a level of detail that could’ve been overlooked, especially in an ad for pants. We never see the man’s face, but we can assume he likes to wear Dickies khakis to the construction site and Real. Comfortable. Jeans. at home. He eats bacon and eggs for breakfast, probably has two kids and a young wife, and works hard every day. He’s undoubtedly American, might even wear stars and stripes boxers. If a time machine zapped him back to the 1950s, he wouldn’t skip a beat.

All of my assumptions are based on this 30-second spot, which uses quick cuts and sharp noises as fodder for a charmingly patriotic tone. The only word of dialogue, “Daddy,” is spoken when the construction man’s son jumps on his leg when he gets home from work. The ad is the much-subtler cousin to the Dodge Ram farmer commercial from the Super Bowl, selling the blue-collar image to the everyman, not just the everymen who live in red states. Credits after the jump.

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