UK – Hotels.com has applied a literal form of ad-skipping in its latest campaign featuring brand mascot Captain Obvious.
: Created by Crispin Porter & Bogusky, the UK campaign will be shown on tv and through Channel 4’s online portal All 4
: In the online version, instead of cancelling the advert, the ‘skip ad’ option playfully shows the characters skipping
The latest Hotels.com online commercial ensures viewers remain engaged by using the ‘skip ad’ function to its advantage. At any point during the advert, viewers can select the ‘skip ad’ option, but instead of ending the commercial, this results in the characters in the film skipping with a rope while maintaining the commercial dialogue.
The commercial, designed to introduce brand mascot Captain Obvious to the UK market, shows a light-hearted, creative way to counteract ad-skipping while acknowledging consumer attitudes to disruptive advertising.
In a bid to counteract consumers’ short attention spans, advertisers must be creative with campaigns that mimic the ways in which consumers engage with digital information. For more, read our Mimicry Marketing microtrend.