W+K created nine fake websites for the campaign, for products such as “100% Black Leather Sheets,” “Illegal Neck Workout Machine,” “The Push Up Muscle Shirt,” and “Soul Patch Powder.” When users visit these site they are met with an “Internetvention” from Mustafa, who chides them on their poor life decisions and suggests that they can start turning things around by using Old Spice. There are nine separate executions for the nine different sites, each employing (like the sites themselves) W+K’s often imitated brand of humor. Visitors can also choose to prank their friends by forwarding them the sites on social media, a pretty clever way to get people to spread the campaign. Since the sites and the executions themselves are fun to watch, people may actually be driven to share the links. I mean, why wouldn’t you forward your buddy a link to “Brodominiums,” the condominiums located inside a gym?
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