Hotels.com has taken the familiar "Skip Ad" instruction literally and created an alternative version of a new commercial in which, at the click of a button, the characters all start skipping with jump ropes.
The U.K. campaign, created out of Crispin Porter & Bogusky, introduces the brand's spokesperson Captain Obvious to the market. The effort will appear on TV and includes three spots. One of them, "Alreet Pet," will be available in the "skippable" version on Channel 4's online portal, All 4, as well as on its own website.
The ordinary version features brand spokesperson Captain Obvious walking around a hotel, demonstrating "a few worldly phrases" that he's picked up on his travels. He greets Japanese and Russian visitors in their own languages, before mistaking a woman with a strong northeast England accent for a Danish tourist.
At any point during the spot, viewers can click on the "Skip Ad" button and see all the characters skipping energetically as the Captain delivers the same lines (see demo above.)
CP+B also played with online conventions in a U.S. ad last summer, which used subtitles and a sign language interpreter to help Captain Obvious flout Facebook's silencing of commercial videos.