Old Spice premiered a new advertising campaign during the NFL playoffs Sunday, Jan. 5, making a large splash on social media, reports the Toronto Star.

The ad features, according to the paper, “a mom in a couch, a mom in a hedge, a mom in a terrifying janitor costume, and moms otherwise stalking their fresh-smelling teenage sons as they fraternize with teenage girls.”

In the ad the mothers lament the sexual maturity of their sons, singing, “Old Spice made a man of my son, now he smells like a man and they treat him like one.”

As of press time, the ad has been viewed more than 1.5 million times on YouTube.

After the commercial aired Sunday, responses to the ad on Twitter ranged from “creepy” to “lol” — but mostly “creepy.” On Grantland, Mark Lisanti remarked, “Smellcome to Manhood, they say. Smellcome to your nightmares, forever.

Adweek named it the Ad of the Day.

Old Spice’s “Mom Song” commercial is the work of advertising agency Wieden+Kennedy, based in Portland, Ore.