That is, until now.
With the help of spokesmuscle Terry Crews and the combined efforts of ad agency Wieden+Kennedy, editing house Mackenzie Cutler, and special effects outfit The Mill, Old Spice looks to reclaim its viral crown with a interactive ad spot that — quite literally — plays out their previous efforts.
With each individual muscle hooked up to a different musical instrument, Crews is transformed into a one-man sound machine complete with an interactive feature that allows viewers to record their own "muscle music."
Okay, so it might not convince you to pick up a bottle of Old Spice, but it will help you waste a few minutes. And, in the end, is that what makes an Internet video go viral?