In this holiday video from London ad agency Karmarama, Canada’s premier lingerie maker La Senza presents a novel Christmas choir. Women in their underwear lying on a puffy piano each singing the musical note represented by their bra size, from A to G.
You also get to “use your keyboard to play the girls” over at www.cupsizechoir.com/?k=1.
If you have ever wanted to hijack a storyline mid-play, Tipp-Ex delivers a brilliant “wait, what?” moment. A hunter is about to shoot a bear. Then the video breaks its own frame. The hunter reaches out, grabs Tipp-Ex, whites out the word “shoots” in the title, and invites you to write your own verb instead.
This is an interactive YouTube takeover ad where the headline is the interface. You type a command into the title, and the story branches into a matching outcome. It is simple enough to explain in one line. It is also instantly rewarding, because you see the consequence of your input right away.
In European FMCG marketing, few products have a built-in metaphor as literal as correction tape: white it out, then rewrite.
This is interactive video done right: it hands the viewer a single, obvious control. Replace one verb in the title, and the story instantly branches into a matching ending. That mechanism makes the product demonstration inseparable from the entertainment.
The psychological hook is viewer control with near-zero friction. You are not asked to learn a UI, register, or navigate a microsite. You do one small thing (type a verb), and you get a big payoff (a fresh scene). That combination of agency and immediacy turns curiosity into repeat plays, because every new verb feels like another door.
Tipp-Ex is not just sponsoring a funny clip. The brand behavior is the plot device. “White and rewrite” is demonstrated, not stated. The longer you experiment, the longer you stay with the brand idea, and the more likely you are to share it as “you have to try this.”
An interactive video campaign where the viewer changes the story by editing a single word in the video title, turning the headline into the control surface.
The campaign asks the viewer to replace the verb in the title and then routes them to a matching video outcome, so the typed command becomes the next scene.
It gives immediate viewer control and fast feedback. People share it because they can describe the interaction in one line and friends can instantly try their own outcomes.
It makes Tipp-Ex (a correction tool) inseparable from the interaction. The product truth is the mechanic, so the brand is not optional to the idea.
When the interaction is one obvious input with one visible change, curiosity turns into repeat play, and repeat play turns into distribution.
This Old Spice case study takes us through the insight around targeting men and women at the same time to generate conversation around body wash. When it launched, the campaign managed to capture 75% of all conversations in the category.
To continue the success, Old Spice & Wieden + Kennedy created the next level, where Mustafa. Now a household hero. Engaged with the fans directly. The response campaign consisted of around 180 customized videos which engaged the fans directly. Thus it became the best social campaign ever to have been created.
Here are some stats of the campaign.
And without further a-due. The best social campaign ever.
The original idea did something rare. It spoke to men and women at the same time. Then it did the smarter thing. It treated the public reaction as the next creative brief. 180 customized responses turn attention into participation.
In FMCG categories where products are similar, a brand character plus high-volume two-way interaction can turn attention into a defensible advantage.
Most campaigns stop when the film launches. This one starts there. When the character becomes a “household hero,” the brand gains a voice people want to talk to. The response layer makes the audience feel seen, not targeted.
The stats are not just bragging rights. They are proof that conversation can move the entire system. Views, follows, site traffic, impressions, and ultimately sales. All tied to a campaign designed to travel socially.
Target men and women at the same time to generate conversation around body wash, then use that conversation to fuel the next wave of content.
Mustafa engaged fans directly through around 180 customized videos, turning audience attention into two-way interaction.
The post cites rapid view growth over the first week, large jumps in social following and interaction, major traffic increases, and significant sales lifts over months.
A launch film that sparks broad conversation, followed by high-volume personalized responses that keep the conversation accelerating instead of fading.
