what’s a “first-of-its-kind embeddable interactive experience,” Muscle Music allows viewers to record their very own percussion-laden jam session after they stream and impressive demo performed by Mr. Terry Crews. But, for those of us who learn better from following directions than button-mashing,

Sure, it’s just sort of silly and gets a little boring after about a minute of messing around, but realize that this is as much of an ad for W+K, prodco MJZ, VFX company The Mill and Vimeo itself as much as it is for Old Spice. From a purely technological standpoint, this could be a big step forward in integrating audience interaction into streaming video. Your move, YouTube.

Credits after the jump.

Update: By the way, the Terry Crews has been answering questions following his new Old Spice ad launch on Reddit. Go here for the Q+A.

W+K PORTLAND
Creative Directors Jason Bagley & Craig Allen
Interactive Creative Director Matt O’Rourke
Copywriter Andy Laugenour
Art Director Max Stinson
Director of Interactive Production Pierre Wendling
Senior Interactive Producer Mike Davidson
Account Supervisor Jordan Muse
Director of Broadcast Production Ben Grylewicz
Audio Engineer Charlie Keating
UX Designer Jake Doran
Creative Tech Lead Billy McDermott
Executive Creative Directors Mark FItzloff / Susan Hoffman
Media Team Kelly Muller, Kerry Ant.