An online tool allows visitors to the site to strip a panorama of Times Square down, frame by frame, until all the ads have gone. They can share the site via social media, or contact the group to set up a NoAd for their own city.
The site was built as an internet experiment to complement Spurlock's forthcoming movie on branded content, The Greatest Movie Ever Sold.
Benjamin Palmer, Barbarian Group CEO and co-founder, says "I got introduced to Morgan because he was working on a film about advertising. We met a few times and then after Morgan's trip to Sao Paulo we came up with the idea for this site. I had been to SP the previous year and had also experienced the ad-free city, and we thought it would be an interesting experiment to bring that here."