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Old Spice has created a “choose your own adventure” digital experience — Muscle Surprise — where the storylines are determined by which one of spokesman Terry Crews’ muscles is selected first.

One adventure begins with the task of finding a set of donor eyebrows for the tiny doctor living inside his right pectoral muscle. It’s exceptionally odd and really fun; exactly what you would expect from Old Spice. This style of advertising smartly appeals to their younger, gamer audience. Except gamers expect a lot less lag time on videos and many viewers’ bandwidths just can’t keep up with the complexity of this interactive game. While a little clunky, it’s still fun and engaging and a really entertaining experience.

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