Old Spice Reworks a Boyz II Men Classic for a Coming-of-Age Campaign

Old Spice turned a 1990s R&B classic into a coming‑of‑age anthem that connects moms, sons, and its iconic Swagger grooming range.

The deodorant brand has dropped “The End of Adolescents,” a fully re‑lyricised take on Boyz II Men’s “End of the Road.”

All this just to tell the story of a mom confronting the moment her son isn’t a boy anymore.

Creatively led by Wieden+Kennedy Portland and directed by Mike Warzin of Arts & Sciences, the campaign brings genuine emotion with real yet dramatized human experience.

Instead of "bro" jokes common in male grooming ads, the film aims for something that both moms and sons can relate to in different ways.

Beyond TV, the ad will run cutdowns across linear, streaming, digital, and social platforms to make sure the story reaches viewers who seek both entertainment and connection.

From Boys to Men

In the film’s narrative, the mom grapples with her son’s growing independence, maturity, and even his new girlfriend.

As each realisation hits, she bursts into song, airing her feelings about how he’s changed, and how Old Spice Swagger might have helped him smell too good to be true.

The brand's antiperspirant spray, stick deodorant, body wash, and 2‑in‑1 shampoo and conditioner make regular appearances, visually linking product use to the son’s evolving identity.

One line in the song asks bluntly, “Why do you spray that Old Spice?” while another laments, “My son smells too fresh and he’s too widely liked."

Shot in a single day, the film feels more like a mini music video than a commercial. 

It channels nostalgic ‘90s R&B music video aesthetics, complete with soft lighting and close‑up emotional performances.

Old Spice has a long history of reinventing its marketing with memorable creative work.

The brand managed to bring itself back into the fray with standout campaigns targeting younger demographics, while still maintaining its heritage.

Old Spice products are sold in markets around the world as part of P&G’s Beauty and Grooming segment, which accounted for significant global sales in recent years.

A Lesson in Nostalgia Marketing

Old Spice’s latest video teaches us how to create something new from old iconic media. 

• Reworking familiar pop culture media as a Boyz ll Men hit can create an immediate emotional connection when executed authentically.
• Grounding storytelling in real human experience can make campaigns resonate outside traditional product messaging.
• Cross‑platform execution with cutdowns and social clips increases reach and engagement across diverse audiences.

The true test will be whether this creative approach drives buzz and tangible retail performance as the campaign unfolds.

Our Take: Does Old Spice’s New Ad Hit the Mark?

I think it's pretty common these days for grooming brands, especially those catering to men, to create humor-based ads. However, nothing beats the OG. 

There’s always risk in reworking a classic, because one misstep and it feels cheesy or forced. Here, the execution feels earnest, and the product fits naturally into the narrative.

Old Spice turned the moment of a son growing up into a song, a universal event that many families face.

In short, it uses a relatable story to make the product part of a bigger emotional picture.

This campaign proves that there's a reason why everyone is still doing tongue-in-cheek spots. It's simply because they're effective and memorable. 

In other news, Hellmann's Super Bowl spot also revived a classic hit, parodying Neil Diamond and changing his hit song to "Sweet Sandwich Time."

Brands pursuing ambitious creative need partners who are all in on their ideas. Take a look at the top creative agencies in our directory.