How Vimeo Built the Interactive Old Spice ‘Muscle Music’ Video That’s Crushing the Internet

With over 1.5 million viewsWieden and Kennedy’s latest video for Old Spice is a smashing success — and it’s only a day old. It’s easy to see why; former NFL player and action movie star Terry Crews is literally playing cacophonous “music” with his bulging muscles, yelling entertaining non sequiturs like “GIMME A HAT!” and “SAUSAGES!” The spot fits the vibe of Wieden’s game-changing 2010 campaign for Old Spice, which generated dozens of hilarious YouTube videos in real time, winning the Internet’s heart for a day and making every other creative agency super jealous. Muscle Music taps the same Internet-friendly principles of absurdity, interactivity, and iteration — at end of the performance, the video becomes interactive and viewers are invited to bang out their own ridiculous track on their QWERTY keyboards.