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# Old Spice Muscle Music
- URL: https://www.protein.xyz/old-spice-muscle-music/
- Published: 2012-08-29T15:59:59.000Z
- Updated: 2016-06-15T17:04:38.000Z
- Description: The latest Old Spice viral from W+K takesTerry Crews and his musical muscle flexes into interactive Vimeo territory.
- Author: Kat Chan
- Tags: Seeds, #protein, #Import 2024-06-11 13:15

![](https://storage.ghost.io/c/fc/71/fc716215-5729-441a-bd07-e2b50bc413b1/content/images/S3/protein/3840/7d5a46f9-7cfc-4f1c-ae7b-3253990d2e64.jpg)

The old Old Spice ads (not the old old ones from back in the day, but certainly [those iconic Isaiah Mustafa campaigns](http://prote.in/feed/2010/07/talk-to-the-old-spice-guy?ref=protein.xyz) from the past couple of years) earned the dad-worthy aftershave brand a certain cult, not to mention award-winning, stature. it could be argued that the hype sometimes oversold the campaign, and even that the campaigns might perhaps have also oversold the product itself ([CB I Hate Perfume](http://prote.in/feed/2012/08/i-hate-perfume?ref=protein.xyz), Old Spice certainly ain't). But [the Wieden + Kennedy boys are at it again](http://www.wk.com/campaign/muscle%5Fmusic/from/old%5Fspice?ref=protein.xyz) – this time outdoing themselves with their new muscular front man, a decidedly more low-key aesthetic, a high level of digital interactivity, and an unrelenting sense of rhythm.

Sat in naught but a pair of bright red shorts, the enormous Terry Crews is wired up to a Danger Zone set packed with musical instruments and random sound-generative devices – every flex of his many ridiculous muscles yielding a different bass kick, synth chord, or flame-throwing saxophone … all to ear-thundering, RPM-slaying goodness.

The real highlight of the whole affair, however, is the interactive free-reign that is handed over to the viewer after the initial high-octane demonstration is complete. [Built directly into the Vimeo page](http://vimeo.com/47875656?ref=protein.xyz), rhythmic set-pieces, percussive hits, guitar slides, and easter eggs galore are there for those with a few minutes (and a keyboard) in front of them. An awesome viral to reinvigorate our Wednesday afternoon.

Watch the video below… Or go straight to [the Vimeo page](http://vimeo.com/47875656?ref=protein.xyz) for some interactive amusement.