Contagious Commercial

This commercial by BBDO New York for Diet Pepsi Max interacts with the audience, and sometimes -- depending on if yawning is contagious for the individual -- the audience interacts with the commercial. I yawn just thinking about yawning. The other commercials in this campaign aren't as focused. Is Diet Pepsi Max trying to get the consumer to identify (the absence of) yawning with their brand? It's a somewhat creative approach, but any caffeinated product can give you a kickstart in the morning. Now I can't...stop...yawning.