Terry Crews

Help Terry Crews play music with his muscles in Old Spice video

Aug. 29, 2012 at 4:37 PM ET

Wieden & Kennedy / Vimeo /
Terry Crews mixes muscles and music with a new Old Spice video that lets users get a chance to play.

Terry Crews — former NFL player, "Expendables" star and totally ripped Old Spice pitchman — plays music using his muscles — yes, his muscles — in his latest ad for the men's aftershave on Vimeo that has been played more than 1.7 million times in the last two days.

Not only does Crews use his muscles to trigger various instruments, but after the ad is over, viewers can use their own keyboards to control Crews' muscles and make their own "muscle-powered musical creations." (Hint: Press your "a" key -- it makes sausages!)

The clever "Muscle Music" ad campaign is by global ad agency Wieden + Kennedy. It first surfaced Aug. 23, but viewership has gone viral in the last 48 hours on Vimeo, where the after-show can be created.

"To promote the new Old Spice scent Danger Zone, Old Spice Muscleman Terry Crews does what no man has ever done before — play a drum set using nothing but his flexing muscles," the ad agency says on its website.

"In addition to watching his historically important muscle powered performance, users also have the ability to use their keyboards to control Terry's muscles and create and share their own muscle-powered musical creations."

Or, as the firm noted on its blog:

Never has so much stupidity and technological breakthrough been combined into one thingy. It's the first ever fully interactive and sharable music video/player on Vimeo (or YouTube for that matter).

"Old Spice Muscle Music" also takes the marketing effort to Reddit, where Crews took questions from fans and viewers.

One fan asked the star — who also played Chris Rock's dad on the CW sitcom "Everybody Hates Chris" and U.S. President Dwayne Elizondo Mountain Dew Herbert Camacho in the Mike Judge movie "Idiocracy" — and about how it is that he refuses to be typecast.

"I constantly get out of my comfort zone," he says. "Looking cool is the easiest way to mediocrity. The coolest guy in my high school ended up working at a car wash. Once you push yourself into something new, and whole new world of opportunities opens up. But you might get hurt. In fact you WILL get hurt. But amazingly when you heal — you are somewhere you've never been." No question about that with "Old Spice Muscle Music."



— Via The Verge

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