Hotels.com has created an unusual twist on the skippable ad to introduce its US mascot, Captain Obvious, to the UK.
The first ad in the campaign, created by Crispin Porter & Bogusky London, introduces Captain Obvious (the personification of an often-used phrase stateside) as a well-travelled raconteur, albeit one in a ridiculous uniform. It will run on Channel 4’s online platform, All 4, and offers viewers the chance to skip the spot after a few seconds. But clicking on the "skip" button only switches to another film that is identical in every way except for the fact that everyone is using a skipping rope. Other TV ads that feature Captain Obvious being perplexed by British idioms will follow.