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You have to hand it to Old Spice and its creative agency, Wieden + Kennedy: When they go stupid, they go all in on the stupid.
The brand’s newest bizarre promotion is a two-hour movie called Invisible World, posted Thursday to YouTube and game-focused streaming service Twitch (where it’s already gotten almost 7 million views). The gimmick? It’s an invisible movie, with almost nothing to see except a transparent background familiar to any Photoshop fan.
Created to promote a new Old Spice Invisible Spray antiperspirant, the movie isn’t 100 percent invisible, as there are occasional subtitles and even a few truly strange moments involving people wearing full-body greenscreen suits.
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