Old Spice 'Muscle Surprise' by Wieden + Kennedy

Deodorant brand applies interactivity in new campaign with spokesman

Old Spice is back with a new quirky ad featuring their eccentric former NFL player and actor Terry Crews.

This time, the medium for the Proctor & Gamble hygiene company is an online video game by Wieden + Kennedy Portland at MuscleSurprise.com.

Players can explore various games and videos located in different areas of Crews' body such as a depressed stapler or sitcom mom, many performed by Crews. The different areas of the games are more quirky narratives rather than traditional video games.

With over two hours of footage, consumers can take numerous surreal trips through the spokesman's anatomy.