The campaign, by JWT London, uses YouTube's auto playlist functionality which allows users to engage with videos and choose the content.
In the humorous '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 YouTube page also features bonus content, including behind-the-scenes footage from the filming of the videos.
Media planning and advertising for the campaign is by Carat.
This article was first published on marketingmagazine.co.uk