Old Spice: Muscle Music

Watch and play here: https://vimeo.com/47875656

"Watch me jam solo, then use the special interactive player to record your own remix. Go ahead, show me what you got!"

Advertising Agency: Wieden + Kennedy, USA


allan080i's picture
106 pencils


MindDrift's picture
1150 pencils

It's outstanding, no doubt. But how does making music with your muscles relate to Old Spice?

talkingisfree's picture
2684 pencils

When you build a strong world all around your brand as they did. It does not have to relate to the product benefit anymore. That's the great thing. This couldn't be more Old Spice now.

sacrilegend's picture
2910 pencils

To a certain extent, I agree with this. And yet Coke, arguably the biggest brand in the world, manages incredible work that always ladders into their core idea -- a storyline you could follow from the 50s to now.

The question, I think, is a larger one: In our digital age, does a brand storyline take second chair to user-interaction? This piece of work is certainly going to drive attention, and with that, consideration. It's done its job... so where can we find fault?

Itsmrme's picture
126 pencils

Cool. But why? But cool.

andylefty's picture
4537 pencils

As said above, now they're so big, can do this and it's awesome. Old Spice is now anything cool.

mertos's picture
904 pencils


kleenex's picture
38882 pencils


Meredith Singh's picture
Meredith Singh
403 pencils


mmackinven's picture
1608 pencils

Flame Sax!!!

krautland's picture
3216 pencils

thank god we still have wk.

hello ivan, why didn't you post the credits?

bate_palmas's picture
1479 pencils

He he he I LOVE this!

Doesn't really do anything in particular except for brand building. I say very well done to Old Spice for reviving itself and making its brand so strong that they can do stuff like this now.

Reality Check's picture
Reality Check
2193 pencils

The most original, inventive, thrilling viral to be released this year, Old Spice Muscle Music is one of those occasional, astonishing triumphs of imagination that gets you excited about what talented people, pushing themselves and the medium, can accomplish in advertising.

metis's picture
413 pencils

Best thing ever created next to the apache helicopter.

cwriter79's picture
945 pencils

You know, I'm just tired of being yelled at by Old Spice. Isaiah was calm, cool and collected and not over the top. Made me actually like the brand. This is just loud for no reason. I almost didn't make it through the video to even get to the interactive part, but hey that's just me I guess.

RooLaw's picture
25 pencils

Here's the thing; it's funny, it's interactive, it will get people sending this everywhere. It might not get people out and buy Old Spice, but the brand has now become synonymous with fun, and that's a good thing. Would love to be let loose on this brand. Love it.

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