THE SUNDAY TIMES
Hotel aggregator Hotels.com were looking for a new and innovative way to promote their site in a digital environment.
They wanted to use their comical brand ambassador Captain obvious in their communications and challenged their ad agency CP+B to come up with an idea that was specific to the digital environment, contextually relevant and in line with the humorous tone of voice.
They also needed an environment that fitted with their light-hearted approach whilst providing a platform capable of delivering the message.
CP+B decided to play with the idea with the skip button and creatively flip its meaning to a more literal one. They filmed two versions of the ad one normally and one where all characters in the ad were skipping both of which were perfectly synced.
They looked for a partner to deliver this idea and All4 the was the perfect environment in terms of tone and their enhanced VOD opportunities enabled to execute their idea, this is one of the first times an advertiser has used the innate interactivity of VOD at the time the ad was filmed.