Terry Crews Interactive Old Spice Ad: “Muscle Music”

Old Spice Muscle Music from Terry Crews on Vimeo.

Full disclosure: I'm still pining for the Old Spice "The Man Your Man Could Smell Like" uber hunk Isaiah Mustafa, but the company's eye-popping new "Muscle Music" ad with Terry Crews, 44, is a must-watch. Over 1.8 million people have checked it out on Vimeo since it was posted on August 20. Created by the agency Wieden + Kennedy, the spot features the former NFL defensive end and current star of the Expendables 2 as a kind of cyborgian one-man-rock-band with electrodes glued all over his ripped physique. He twitches his guns, pecs, quads--and many other muscles so tiny and isolated who knows what the heck they are called--to control a funky set of junkyard percussion instruments while chanting (ok, shouting): "Muscles, muscles, muscles, flex!..." The really neat thing is that viewers can use a computer keyboard code embedded in the video to manipulate Crews' incredible body parts and create and share their own music video.

Related: How Vimeo Built the Interactive Old Spice Video that's Crushing the Internet

If you think it all sounds a little bonkers, you're right. The video, which is only about one minute long, took over two months to create, involves over 150 technological components and is ground breaking from a programming standpoint. The Atlantic says, "The player is not just a sweet new interactive toy; it marks a new phase of native brand integration." Crews is the perfect star for this geeked-out experiment: he is a risk taker who thrives while operating outside of his comfort zone. Participating in an August 28 AMA (Ask Me Anything) on reddit, Crews said, "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, a whole new world of opportunities opens up." After retiring from football, he starred in television programs such as Everybody Hates Chris, a number of movies, his own reality show, and the new program by Mark Burnett, Stars Earn Stripes (a kind of mashup of Marine's boot camp and Dancing with the Stars).

Crews offered redditors additional wisdom about how to become a superhero like him. For nourishing the body? He says his favorite food is a grilled steak with some spinach or broccoli on the side, and he runs three to four miles minimum every day. Oh, and he ends his workouts by bench-pressing 420 pounds three times. For the soul? "Embrace failure. Never, never quit. Get very comfortable with that uneasy feeling of going against the grain and trying something new. It will constantly take you place you never thought you could go. This has been my mantra for years."

This dad of five who has been married for twenty-three years also has some pretty fly moves on the dance floor (you can watch him in this video.). "I used to breakdance back in high school," says Crews. "I had no girlfriend, so I would spend hours in my room dancing by myself. The robot was the BEST because it was like an illusion. And you didn't need a partner. Lonely nights make the best robots." Sigh. Isaiah who?

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