With the pecs in motion on the second Old Spice campaign (check out Old Spice Muscle Music on Vimeo, it's hilarious), I am reminded of the words of movie director, Guillermo Del Toro, discussing the future of story telling: "In the next 10 years, we're going to see all the forms of entertainment film, television, video, games, and print melding into a single-platform "story engine.

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