Listerine, the Johnson & Johnson-owned oral healthcare brand, has rolled out what it claims are the first YouTube brand videos to allow users to personalise content. The campaign, by JWT London, allows users to engage with videos and choose the content.
In the 'Mouth vs Life' videos, people dressed as teeth and gums have random items thrown at them to demonstrate the range of germs that can enter the mouth. Users can select various videos, such as 'Things You Drink' and 'Things You Lick,' and play it with their chosen content. The work was created by Yoni Alter, Paul Banham and Joe Fox. The directors were Scott Rawsthorne and Jon Shaikh through Tomboy.