Old Spice Offers Up an Old-school Adventure


Old Spice is known for its viral ads. Its Old Spice Guy ads launched Isaiah Mustafa’s career into the stratosphere, and Terry Crews has been doing a lot more acting since his more extreme series of Old Spice ads took off. But this week’s ad is a little different. While it heaps on just as much casual irony, it doesn’t have a video.

No, this is an ad for the Instagram age. It’s a “Choose Your Own Adventure”-type game that’s played entirely through Instagram’s tagging feature (an idea that has a lot of potential, we think). Illustrated in Flash Gordon-esque pulp style, it tells an equally pulp sci-fi story. Or several, perhaps, since you can find a few classically awful endings.

Just be warned: since the good ending is what everyone’s looking for and Old Spice just loves subverting its fans’ expectations, you might want to stick with one of the fail states.

Click through to take your own journey through this branded adventure:


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