Following its casting calls issued earlier this month, Old Spice has revealed what kind of movie it was making. It's an invisible movie (yes, really -- you can't see it.)
To promote its Invisible Spray, the Procter & Gamble brand and Wieden & Kennedy Portland created "Invisible World," a full-length (147-minute) online movie in which you see absolutely nothing except a blank screen, although you can listen to the soundtrack complete with roles played by the Old Spice fans who were cast via Twitter auditions. The story is an action thriller based around a boy who opens up a gateway to an invisible dimension; Old Spice also boasts of its "mind-blowing invisible VFX."
While it's a great gimmick for Invisible Spray (and fans who took part are busily tweeting away about their roles), we have to admit, we didn't sit through the whole 147 minutes -- and indeed, the whole campaign centers on Old Spice urging you "not" to watch it.
Take the YouTube description: "Imagine that a deodorant brand were brave enough, crazy enough, to run with an idea as irresponsible and foolhardy as financing a full-length invisible movie that you can't actually see. Now imagine what that would look like. Now stop imagining, because it's happening. Wait, sorry, keep imagining, because there's nothing to see."
Whatever else, it proves that Old Spice and W&K still have the capacity to surprise us.