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.
One verb becomes the remote control
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.
Why it lands: you are not watching, you are steering
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.
The business goal hidden inside the gag
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.”
What to steal for your next interactive format
- Make the control obvious. One input. One immediate, visible change.
- Fuse product truth with interaction. The mechanic should only make sense for this brand.
- Reward experimentation. Curiosity loops need fast feedback, not a slow reveal.
- Design for retelling. People share experiences they can describe in one sentence.
A few fast answers before you act
What is “A Hunter Shoots a Bear” for Tipp-Ex?
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.
What is the core mechanism that makes it interactive?
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.
Why did this format spread so widely?
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.
What brand intent does this serve beyond “being clever”?
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.
What is the most transferable takeaway?
When the interaction is one obvious input with one visible change, curiosity turns into repeat play, and repeat play turns into distribution.
