Tipp-Ex Hunter and Bear Return in a Sequel for the Ages

This awesome campaign from ink-correction brand Tipp-Ex provides years of entertainment and engagement—even though it's only been around a few days. Years are, in fact, the focus of this sequel to the 2010 viral smash [1] that let users choose the fate of a goofy hunter and goofier guy-in-a-bear-suit bear. The new work, crafted by Buzzman, Les Télécréateurs and Les 84, takes place at Mr. Bear's birthday party. A meteor appears in the sky, threatening to destroy the world. (Thanks, Nostradamus! Jerk.) To avert catastrophe, users can change the year—Tipp-Ex facilitates corrections, after all—to whatever they choose and enjoy the frequently uproarious results. There are more than 40 scenarios, and many are delightfully interactive (try the year 3000!). Fittingly, there are enough great ideas here to power a decades-long campaign. Among the most inspired scenes: a Y2K scare spoof, a pitch-perfect Saved by the Bear sitcom for the 1990s, and the story of how Jesus got his name. (And if you let 2012 play out, you might be over the moon about the punch line.) They created a 9/11-themed scene for 2001. Some might bristle at that, but I found it appropriately respectful in the context of the campaign. Sure, there are some so-so entries, but these don't diminish the overall impact. Heck, I could barely pry myself away—and I've even got the Tipp-Ex name stuck in my head. (Satisfied, Effies?) This campaign is one for the ages, and I hope the party's just getting started.