Terry has an amazing hall of muscles on his body that captivates the eyes and imaginations of billions of Americans every year. But what most people don’t realize is that there’s something even more amazing behind those muscles. We created an interactive video where people can click to open the various muscles in Terry’s body and see the inner workings of an Old Spice man (like an advent calendar).

“Muscle Surprise” was an interactive experience that allowed users to click Terry’s muscles, which revealed different pieces of content. The magic of “Muscle Surprise” was that the order in which people clicked Terry’s muscles determined the video they would see. This created an almost infinite number of possible interactive-video experiences.

Every muscle revealed a short vignette that told part of a larger story that we shot and made super-duper funny. Like bickering neighbors in apartments as close as submarine quarters, the various Terry characters behind each muscle door cut each other off, commented on each other’s conversations, and sometimes had physical altercations.

The audience toggled, played, laughed, and cried their way through Terry’s muscles in a one-of-a-kind experience that garnered an incredible reception.

Over 110MM+ overall PR impressions.

4.7MM+ total views of the teaser video.

Above-average engagement rates in our social channels.

Over three minutes spent per person on the site.