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This latest Old Spice campaign aims to save the world by way of retired NBA player Dikembe Mutombo.
The story goes that the Mayan calendar predicts the world will end December 21, 2012. That gives Mutombo and Old Spice about a month to “save the world.”
The Old Spice campaign plays out like this: a video explains the scenario and ends with a 1980s-inspired video game version of his likeness holding two flapping doves above a button that says “Play.” Once clicked, users are brought to OldSpiceSavesTheWorld.com. From there, you lead Mutombo on a journey through different challenges in a low-graphic video game that looks like it came from an arcade three decades ago.
Each week, a new level in this Old Spice campaign is unlocked and you can help Mutombo reach his destination, which means he’s saved the world.