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20.09.2012

 

Muscle, muscle, muscle, WHAAAT!!! Wieden + Kennedy strike up some sweet muscle music on Terry Crews’ toned body in the OLD SPICE commercial

CREDITS / DETAILS

OLD SPICE MUSCLE MUSIC

Advertising Agency: Wieden + Kennedy
Actor: Terry Crews

OLD SPICE has regained its share of the competitive cosmetics market. The super creative talents at Wieden & Kennedy managed to save the traditional and somewhat forgotten fragrance from near commercial ruin by masterminding a radical image reversal that sees the scent skyrocket from a pensioner’s narcotic to a desirable masculine cologne aimed at a younger market.

The latest stunt: an interactive music video starring testimonial Terry Crews who gets involved with every muscle in his body. The agency took inspiration from latest exercise trend EMS training (electric muscle simulation) and a drill instructor/rapper to develop a hilarious scene – commanded by rhythmic muscle flexing around a strategically placed pair of tiny red sports shorts.

‘Old Spice Muscle Music’ starts as a pretty normal video that shows Terry hitting the drums with his well-defined muscles. The hidden bonus is revealed at the end: once the video has finished playing, the play button is transformed into a record button on some platforms and the user can then play on Terry’s muscles using their keyboard to create their very own spicy muscle song.

The interactive spot that aims at a new market can be watched on Old Spice’s obligatory Facebook page. Wieden + Kennedy Portland collaborated on the project with Swedish hot shop B-Reel. The agency is renowned for work including the Chrome Fastball, which Google commissioned them with and they created in collaboration with Bartle Bogle Hegarty in New York.

Wieden & Kennedy Portland were crowned »Independent Agency of the Year« at the 2012 Cannes Lions.

OLD SPICE MUSCLE MUSIC

OLD SPICE MUSCLE MUSIC

OLD SPICE MUSCLE MUSIC

OLD SPICE MUSCLE MUSIC