Old Spice video case study: ‘Muscle Music’

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Old Spice has returned with another interactive viral video, letting viewers make music with their keyboards (via a muscle-bound American football star, naturally). The new ad stars former American football and Expendables star Terry Crews, wired up to a series of makeshift musical instruments. Each time the actor and former NFL football player flexes his muscles he makes a sound. Once the advert has finished playing, viewers are invited to create and record their own version using their keyboard.

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Brand: Old Spice | Media: Vimeo | Country: Global | Sector: FMCG- Healthcare | Agency: Wieden & Kennedy | Format: Video and social media

A list of keyboard shortcuts is below.


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There is also the option for users to record and share their tracks.

Old Spice has worked with online video player, Vimeo to create the interactive advert. Vimeo was the only platform that could make this experience possible, according to Wieden & Kennedy, the ad agency behind the viral.

Production company MJZ and VFX company The Mill also worked on the project.

Speaking through their online blog, creative advertising agency Wieden+Kennedy, commented: “Never has so much stupidity and technological breakthrough been combined. It's the first ever fully interactive and sharable music video/player on Vimeo (or YouTube for that matter).”

While the video went live a few days ago, it’s generating serious buzz on Twitter this week and is trending globally.

Old Spice Muscle Music from Terry Crews on Vimeo.

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