Seems like when Old Spice and Sylvester Stallone rolled out their interactive YouTube video experiences, Tipp-Ex stood up and listened.

For its new campaign, the maker of correction fluid allows users to ‘direct’ characters in a YouTube video. Aptly titled ‘A Hunter [blank] a bear’, users can fill in that blank with a word of their choice to see the titular characters enact it.

We tried ‘hugs’ and got the hunter and bear to frolick around in the field before launching against each other theatrically and, as is the point of the campaign, comically.

It’s a creative campaign that relates to Tipp-Ex’s product really well; so will this be the future of ads on YouTube? We certainly hope so.

Try it out for yourselves here.

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