Every movement begins with a moment.
Old Spice has reenlisted former Old Spice Guy Isaiah Mustafa for Interneterventions, the new online initiative pushing the brand's body sprays. The campaign is built around nine bogus websites that advertise gawdy, faux-manly products and services—like black leather sheets, a live-in gym and a solid gold bluetooth—and Mustafa's over-the-top disdain for all of them, and anyone who would be sucked in by them.
Users can send the sites to friends as a prank (via Twitter, Facebook or email), and when they try to click around, a warning buzzer sounds and Mustafa appears to offer help for poor lifestyle choices.
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