At the beginning of August, Old Spice began tweeting casting calls for Old Spice: The Movie. The title, the tweets revealed was to be Invisible World: an Invisible Spray production.
Turns out the invisible world was to be actually invisible. In fact, except for the dramatic pseudo-Hollywood upfront credits, some bizarre sub-titles at the film’s opening, a few very weird sequences of people in full-body green-screen suits and the voice credits at the end, the movie is almost entirely invisible.
The Wieden+Kennedy promotion for Old Spice Invisible Spray is a two hour long “radio” movie.
The movie is running on YouTube and Twitch, where it is soaring past 7 million views.
Does it have a plot? Can you invisible-watch it? Yes. It’s a sci-fi feature that’s full of clichés (yes, there’s a Trump voice in there), seems to move in and out of its script (and at one point around the 50 minute mark, English) and is speckled with references here and there to Old Spice. Spoiler alert: good luck trying to understand what’s going on.
But you will remember that the password is “slab”.
Here it is:
The casting calls were real. Fans provided the voices for its many roles and there’s even an IMDb page that features the voice talents.
Agency: Wieden + Kennedy Portland
Creative Directors: Ashley Davis-Marshall & Matt Sorrell
Copywriter: Bertie Scrase
Art Director: Christen Brestrup
Producer: Evelyn Loomis
Account Team: Ghada Soufan, Katie Schaller & Phil Williams
Strategic Planning : Drew Phillips, Gian Colombo & Andrew Clayton
Audio Production Company: Digital One
Audio Post Producer: Laura Ocean
Sound Designers: Reed Harvey, Chip Sloan, Josh Millman & Eric Stolberg
Re-Recording Mixer: Reed Harvey
Dialogue Recordist: Eric Stolberg
Animation Production Company: Brewster Parsons
Senior Executive Producer: Sue Troyan
Executive Creative Director: Tim Davies
Client: Old Spice
Marketing Director: Janine Miletic
Assistant Brand Manager: Eugenia Chacon