Old Spice is known for making funny, clever, and highly watchable TV commercials. Its latest one, called Momsong, is another innovative advert, and has to be seen to be believed.

Momsong shows what happens when mothers realize their sons are turning from boys into men. And it’s all the fault of Old Spice, and in particular, its Re-Fresh body spray.

We see moms tailing their sons on their dates, with one donning a creepy mask, another hiding in a sofa, and another freefalling from the sky. All of which is undeniably strange and unusual.

This latest advertising effort follows on from the brand’s previous (successful) attempts at gaining viral attention. Who can forget Isaiah Mustafa’s I’m On A Horse ad?