• by Erik Sass  @eriksass1, July 24, 2012

"What are twentysomethings doing online?" asked Eric Weisberg, executive creative director for JWT. "They're watching videos of people setting horse's farts on fire and juggling babies." That's the rationale behind JWT's work for Listerine, which Weisberg said started with the Internet as the "first screen" and proceeded from there, with a series of online videos showing people eating disgusting stuff and then using Listerine breath strips -- which was further promoted with CollegeHumor.com and then snowballed when Jimmy Kimmel picked it up for a skit.  "It's all working together," according to Weisberg, who said he counts CollegeHumor.com and Kimmel as part of the creative team.