The Sweet Shop’s Steve Ayson – a Kiwi who was an agency creative before reinventing himself as a film director – has been honoured in the UK for a global Old Spice commercial. His tvc Momsong was named Television Commercial of the Year at the Shots Awards, held at the Bloomsbury Ballroom, London.
The ad centres around a chorus of middle-aged women stalking their teenage sons in increasingly disturbing ways. The soulful soundtrack is rather lovely, but the words (“it came in a can”) are something else.
Campaign Brief says the ad is the craft of Ayson and Aussie creatives Justine Armour and Ruth Bettotti.
The spot comes out of Wieden & Kennedy Portland and has had a hugely successful run on the awards circuit this year, including a Gold Lion at Cannes.
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