Old Spice Made a Giant Robotic Sea Beast, and Wants You to Run Its Bizarre Life This Weekend

Say hello to S.Q.U.I.D (Shared Quests Uniting Individual Dudes)

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Want to spend 15 hours this weekend teaching a giant eight-tentacled robotic Kraken sea beast how to navigate the squishy steps from adolescence to adulthood?

Old Spice has a game for that.

It kicks off at 4 p.m. ET (1 p.m. PT) today at OldSpiceTwitch.com. The game, called S.Q.U.I.D (short for Shared Quests Uniting Individual Dudes), invites said dudes across the internet to help the giant mechanical cephalopod learn about school, work and romance, according to Wieden + Kennedy, which designed the game.

The game will be live from 4 p.m.



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