On one level this makes nice use of youtube annotations.
On another level, the execution has no concept beyond the execution and merely jumps on a trend in technology for no reason beyond it being a trend in technology.
In other words, a "digital creative" came up with it.
Advertiser: Waves For Water
Title: Annotations For Water
Creative Team: Raphael Franzini, Guga Ketzer, Marcelo Rosa
Creative Directors: Cássio Moron, Fábio Saboya, Sérgio Mugnaini
Chief Creative Officer: Guga Ketzer
Technology Director: André Michels
Account Director: Marcelo Marques
Approval: Jon Rose