There's Nothing to See in Old Spice's Two-Hour 'Invisible Movie'
Fans Were Cast in Roles Via Twitter, But You'll Only Hear Their Voices
Editor's Pick
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.
Credits
- Date
- Aug 25, 2017
- Brand :
- Old Spice
- Client :
- Old Spice
- Agency :
- Wieden & Kennedy-Portland
- Director, Marketing :
- Janine Miletic
- Assistant Brand Manager :
- Eugenia Chacon
- Creative Director :
- Ashley Davis-Marshall
- Creative Director :
- Matt Sorrell
- Copywriter :
- Bertie Scrase
- Art Director :
- Christen Brestrup
- Producer :
- Evelyn Loomis
- Integrated Production Director :
- Endy Hedman
- Account Team :
- Ghada Soufan
- Account Team :
- Katie Schaller
- Account Team :
- Phil Williams
- Media and Communications Planning :
- Melissa Meier
- Media and Communications Planning :
- AJ Blumenthal
- Media and Communications Planning :
- Kimberly Van
- Media and Communications Planning :
- Cherish Lee
- Media and Communications Planning :
- Graham Wallace
- Business Affairs Manager :
- Kevin Moyer
- Business Affairs Manager :
- Dusty Slowik
- Strategic Planning :
- Drew Phillips
- Strategic Planning :
- Gian Colombo
- Strategic Planning :
- Andrew Clayton
- Studio :
- Patrick Cahalan
- Studio :
- Ken Berg
- Production Company :
- Digital One
- Audio Post Producer :
- Laura Ocean
- Client Services :
- Chelsea Smith
- Sound Designer :
- Reed Harvey
- Sound Designer :
- Chip Sloan
- Sound Designer :
- Josh Millman
- Sound Designer :
- Eric Stolberg
- Re-Recording Mixer :
- Reed Harvey
- Dialogue Recordist :
- Eric Stolberg
- Production Company :
- Brewster Parsons
- Senior Executive Producer :
- Sue Troyan
- Executive Creative Director :
- Tim Davies
- 2D Lead :
- Tim Davies
- CG Lead :
- Mike Dalzell
- Production Manager :
- Zoe Hoeltzel
- Production :
- Jeredon OConnor
- Vocal Arranger :
- Walker
- Executive Producer :
- Sara Matarazzo
- Vocal Producer :
- Jacob Piontek
- Vocalist :
- Matt Wilcox
- Head of Print Production :
- Stacie Balzer
- Fabrication Artist :
- Kevin Shaw
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