Old Spice Revives Iconic 'Mom Song' Campaign With Boyz II Men

The new 'The End of Adolescents' campaign celebrates the bond between moms and their sons transitioning to manhood.

Published on Mar. 10, 2026

Got story updates? Submit your updates here. ›

Old Spice has launched a revitalized version of its popular 'Mom Song' campaign, titled 'The End of Adolescents.' The new 60-second spot features the legendary R&B group Boyz II Men's hit song 'End of the Road' and captures the hilarious and tender celebration of the unique bond between moms and their sons as the young men transition into adulthood. The campaign also introduces Old Spice's new Swagger Signature Scent Control system, which allows users to customize their fragrance level.

Why it matters

The 'Mom Song' campaign has been a long-running and beloved theme for the Old Spice brand, tapping into the universal experience of moms grappling with their sons' newfound manliness. By reviving the campaign with a modern, aspirational twist and partnering with the iconic Boyz II Men, Old Spice is aiming to connect with a new generation of consumers navigating the journey from boyhood to manhood.

The details

The new campaign spot takes the playful antics of the original 'Mom Song' release and gives it a more nostalgic, musical treatment. It features the Boyz II Men song 'End of the Road' and captures the celebration of the bond between moms and their sons as the young men transition into adulthood. The campaign also introduces Old Spice's new Swagger Signature Scent Control system, which allows users to customize their fragrance level from subtle to bold, ensuring a tailored experience for every occasion.

  • The new 60-second spot is currently airing across major television networks and digital platforms.
  • The full Old Spice Swagger lineup, including the new 24/7 Signature Scent Control, is available now nationwide starting at $7.99.

The players

Old Spice

An iconic grooming brand for more than 80 years and the No. 1 selling antiperspirant and deodorant brand for men in the United States.

Boyz II Men

A legendary R&B group whose song 'End of the Road' is featured in the new Old Spice campaign.

Kate DiCarlo

Senior Communications Director for P&G, the parent company of Old Spice.

Got photos? Submit your photos here. ›

What they’re saying

“At Old Spice, we revel in the epic adventure from boyhood to manhood with a confident swagger. Our 2026 campaign, 'The End of Adolescents,' brings back the legendary vibe of the 'Mom Song' running for decades now, reimagined for today's generation. This campaign is a hilarious celebration of the unique bond between moms and their sons. While the path to adulthood can be challenging, Old Spice ensures that the transition smells a whole lot better.”

— Kate DiCarlo, Senior Communications Director for P&G (BusinessWire)

What’s next

Fans are invited to join the Old Spice Clippership Club, a reward program offering exclusive updates on high-performance grooming and "Scent-sational" rewards.

The takeaway

Old Spice's revived 'Mom Song' campaign, featuring the iconic Boyz II Men song 'End of the Road,' taps into the universal experience of moms and their sons navigating the transition to adulthood. By introducing the customizable Swagger Signature Scent Control system, the brand aims to connect with a new generation of consumers seeking both high-performance and personalized grooming solutions.