Old Spice smash another ad with super silly interactive Muscle Music

Posted by Rob Alderson,

My first introduction to the wonderful concept of the one-man band came from Dick van Dyke as he strutted his hapless stuff in Mary Poppins, but, like everything the old-set up was always likely to be modernised. But surely nobody would have predicted its latest incarnation as part of another excellent Wieden+ Kennedy Old Spice spot. With the help of former NFL player Terry Crews, they have (apparently) created a muscle-based musical ensemble. It’s a great watch (“Flame sax!”) but it’s when the promo ends when it gets seriously interesting, as the agency has worked with Vimeo to hand control of Terry’s muscles – and their musical counterparts – to us (brilliantly Terry even calls you out if you take too long getting involved). Sensational, silly and justifiably a viral hit. Exquisite.

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    Wieden + Kennedy: Old Spice Muscle Music (still)

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    Wieden + Kennedy: Old Spice Muscle Music (still)

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    Wieden + Kennedy: Old Spice Muscle Music (still)


Posted by Rob Alderson

Editor-in-Chief Rob oversees editorial across all three It’s Nice That platforms; online, print and events. He has a background in newspaper journalism and a particular interest in art, advertising and photography. He is the main host of the Studio Audience podcast.