Old Spice’s Muscle Music takes interactive Web advertising to a new level

old spices muscle music takes interactive web advertising to a new level spice commercial

By now you might be familiar with Old Spice’s advertising model: attractive muscle men prancing around your television screen winning at life, all because they don the scent of Old Spice products. Things are about to get much weirder now that former NFL and actor Terry Crews makes an appearance.

In Old Spice’s latest ad, users watch as Crews sit amongst musical instruments with wire sensors taped to various groups of muscles. Each twitch and flex he makes causes an instrument to strum, bang, toot, you name it, they will make noise. Eventually Crews begins a muscle dance, which results in a mind-blowing two-minute of wild music while he yells random string of words at the viewer. I didn’t even notice the paper mache resembling Crews’ head until it began blinking and screaming halfway through the “song.” Just see below to get an sense of the ridiculousness. Warning: Intense screaming ahead.

“SAUSAGES! DANGER ZONE!”

After you’ve been thoroughly confused, the video ends and starts up with a record button, promptly users to use their keyboards and make their own “muscle music.” If you don’t do anything for a prolonged bit of time, Crews starts to get impatient, and yells at you to “play the music or get out.” Hasty! How exactly this relates to Old Spice’s products, we don’t know, but aren’t you intrigued?

The crazy but oddly interesting interactive ad is a product of advertising agency Wieden+Kennedy Portland‘s collaboration with resident Old Spice commercial director Tom Kuntz. In an exclusive partnership with Vimeo, the team was able to design something never-before-seen in an online ad space that invites viewers to not only interact but participate on a curious level. The idea of sound and touch are often very innate; viewers can’t help but want to experiment with what keyboard buttons prompts the instruments to sound.

The complex ad is also no simple feat: to get the experience functioning, at least “150 moving parts” had to be programmed so users can play and record their own muscle music. This includes the Flash player required to play the advertisement in the first place, as well as the interactive player to register a user’s keyboard inputs.

“Our custom experience lives within the Vimeo player, allowing viewers to ‘play’ Terry Crews anywhere the experience is embedded — Facebook, Twitter, Blogs, etc. — without ever having to leave that site,” Mike Davidson, Senior Interactive Producer at W+K Portland tells Fast Co.Create. “The ‘Terry Player’ functionality is then attached to the end of each user-created video, making this a truly unique, customizable shared experience.”

The Old Spice Muscle Music commercial is certainly one-of-a-kind and unique to the online advertising space, so if other brands begin to follow suit, we can only imagine how this will next us to the next phrase of Web marketing. Who knows, maybe we’ll even come to want advertisements before content.

Music

From Jay Rock to Saba, these are the 50 best albums of 2018

We've spent the year listening to new albums, digging deep, and culling our master list into 50 favorites. From blockbuster releases to hidden gems, these are the best albums of 2018.
Computing

Microsoft’s Windows 95 throwback was just an ugly sweater giveaway

Microsoft's "softwear" announcement wasn't what we had hoped for. Thursday's announcement was not the new line of wearable tech or SkiFree monster sweater we wished for. But it did deliver the 90s nostalgia we wanted.
Social Media

Instagram’s 2018 year in review shines a light on where our hearts are

What did Instagram users share the most in 2018? A lot of heart emojis, heart face filters, and heart GIFs. The platform recently shared the year's top trends, including hashtags like #fortnite and #metoo along with a few surprises.
Computing

Intel's dedicated GPU is not far off -- here's what we know

Did you hear? Intel is working on a dedicated graphics card. It's called Arctic Sound and though we don't know a lot about it, we know that Intel has some ex-AMD Radeon graphics engineers developing it.
Emerging Tech

We’re going to the Red Planet! All the past, present, and future missions to Mars

SpaceX isn't the only organization pining to visit the Red Planet. Here's a detailed list of all operational and planned missions to Mars, along with explanations of their objectives, spacecraft details, and mission proposals.
Emerging Tech

There’s a giant EMP blaster in New Mexico. Don’t worry, it’s here to protect us

An electromagnetic pulse has the potential to disable virtually all electronics within a large area. To help protect against such a threat is a new, friendly EMP emitter. Here's how it works.
Product Review

This was 3D printed? With the Anycubic Photon, you can't tell

Never mind the fact that the Anycubic Photon 3D printer only costs 500 bucks. In terms of sheer print quality, this printer is on the same level as machines that cost six times as much.
Emerging Tech

There’s a new lab-grown meat startup on the block — and it has a secret weapon

Aleph Farms is developing lab-grown steaks with the same flavor, shape, texture, and structure as the real thing using beef cells isolated from living cows. Coming soon to a store near you?
Smart Home

This A.I.-enabled tech brings cutting-edge automation to grocery stores

Takeoff Technologies is working to make grocery deliveries fast, accurate, and convenient using A.I.-enabled technology to augment robotic grocery orders that can be completed in minutes.
Emerging Tech

The best 3D printers of 2018

On the hunt for a new 3D printer? We've got your back. Whether you're a beginner or a seasoned veteran, this list of the best 3D printers has what you're looking for.
Emerging Tech

Postmates’ to roll out Minion-like autonomous delivery robots in 2019

Postmates is about to employ a cute little robot to work alongside its human delivery personnel. Called Serve, the wheel-based bot can carry items weighing up to 50 pounds and has a range of 30 miles.
Emerging Tech

The best drone photos from around the world

Most of today's drones come equipped with high-end cameras, which are quickly revolutionizing the world of aerial photography as we know it. Here are some of the best drone photos from around the world.
Emerging Tech

Are e-cigarettes safe? Here’s what the most recent science says

Ecigarettes are widely regarded and advertised as a healthier alternative to cigarettes for people who are trying to kick the smoking habit. How safe are these cigarette alternatives? We went deep into the recent scientific literature to…
Emerging Tech

Thrill-seekers will be able to pilot themselves in a giant drone as soon as 2019

Want to hitch a ride on a giant drone? The startup Lift Aircraft is gearing up to let paying customers fly its 18-rotor giant drones over assorted scenic landscapes across the U.S.