Old Spice wants you to help teach its robot kraken how to live life… Anyone else think this is quite likely going to end in tears? Via Adweek:
Want to spend 15 hours this weekend teaching a giant eight-tentacled robotic Kraken sea beast how to navigate the squishy steps from adolescence to adulthood?
Old Spice has a game for that.
It kicks off at 4 p.m. ET (1 p.m. PT) today at OldSpiceTwitch.com. The game, called S.Q.U.I.D (short for Shared Quests Uniting Individual Dudes), invites said dudes across the internet to help the giant mechanical cephalopod learn about school, work and romance, according to Wieden + Kennedy, which designed the game.
The game will be live from 4 p.m. until 9 p.m. ET on Friday, Satuday and Sunday. You and fellow dudes will “guide this mythical cephalopod through such rites of passage as driver’s ed, working at a pizza parlor, meeting the date’s parents and other manly life milestones,” the agency says.
The whole thing celebrates the launch of Old Spice’s latest manly scent, Krakengard.
Beyond that, we know very little, except that it will probably be more fun, and certainly more weird, than whatever else you had planned—or didn’t. We’ll circle back on Monday and see how it went.