If content is king, then there’s a new Clown Prince: The Old Spice man: In a new interactive video, staring the well-muscled advertising icon, you can play music with pectorals, abs and biceps in what the torrent of commenters is already calling a fairly amazing new level of shareable Internet fun.

You simply watch the pre-recorded demo (Flash only), hit the record button that shows up at its conclusion (lower left), use your keyboard to record your own version, then save and share it.  It’s a deftly done example of the more immersive, interactive type of offering  that a recent study called out as the future of content (if so, get ready to break the bank, because this approach isn’t cheap).

One odd note:  Not a few Vimeo comments either ask for or offer directions; brands are well-advised to not assume too much user intuition, even at this stage of the Internet age.

CREDITS: Wieden & Kennedy Portland, MJZ’s Tom Kuntz, The Mill and Vimeo.