When Rhett and Link used a rap battle format to encourage their fans not to text and drive, they showed how public safety campaigns can utilize the YouTube community as a vital tool for delivering messages to young viewers. With that in mind, feast your eyes upon “Left Swipe Dat,” a ridiculous new music video that features Becky G, Fifth Harmony, eight popular YouTube and Vine stars, and an anti-smoking message at its heart.
“Left Swipe Dat” is the latest release from Truth, the anti-tobacco campaign that specifically targets young smokers. The music video appeals to its young audience by restating a simple fact: On average, Tinder users prefer non-smokers. Want to get your matches to “swipe right” on the dating app? Take the cigarette out of your mouth.
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Truth conveys this information in perhaps the most bonkers way possible. Harley Morenstein eats a huge mountain of food while delivering a topical verse. Grace Helbig‘s hair billows as she laments her match’s smoky profile picture. King Bach‘s face lands on top of a “Left Swipe Dat” image macro. The whole video is a ridiculous two-and-a-half minute ride, with Becky G and Fifth Harmony providing the majority of the actual music. Beyond Morenstein, Helbig, and Bach, the video also features Alphacat, Jimmy Tatro, Anna Akana, Timothy DeLaGhetto, and Terrence J.
With its references to Tinder, image macros, and Twitter hashtags, “Left Swipe Dat” (which was concocted by ad agency 72andSunny) is very unsubtle in its appeal to young viewers. Of course, that doesn’t mean it’s bad. The frenetic video is a lot of fun, the song is quite catchy, and the important message does not get lost amid the chaos. Plus, as a welcome bonus, it resulted in this gif. Thanks, guys.
