Terry Crews Makes Muscle Music (and You Can, Too) for Old Spice

Play around with interactive Vimeo clip

Headshot of Tim Nudd

Terry Crews, the somewhat lesser known but infinitely louder and more muscle-y Old Spice guy, is back with a raucous new project for the men's care brand—Old Spice Muscle Music. In the Vimeo video below, Terry's muscles are all hooked up to musical devices—snare drums, bass drums, tom-toms, tambourines, guitar, bike horn, woodblock, even a "flame sax" set of three saxophones. When he flexes each muscle, an instrument plays—flex them all furiously, and you get a symphony of muscle-y sound. The video is just one piece—when it finishes, you can use your keyboard to play, and even record, some special Muscle Music of your own. The campaign is a collaboration between Old Spice, Wieden + Kennedy, director Tom Kuntz of MJZ, editing house Mackenzie Cutler, effects specialists The Mill and Vimeo. Credits after the jump.

@nudd Tim Nudd is a former creative editor of Adweek.
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