Everyone has a “friend” who always seems to be on vacation, showing off with a constant stream of pictures in glamourous locales. It natural to feel jealous, but etiquette demands a double-tap. Only haters refuse to like Instagram photos. Normal people just suck it up and “hate-like.”
The latest Captain Obvious spots from Hotels.com push FOMO-feeling onlookers to get in on the action, by taking a trip of their own, using the travel site’s rewards program. In one spot, Rapper Lil Jon ziplines in paradise with a shameless Instagrammer, prompting a mini-tirade from an friend. But a little prompting from Captain Obvious sees them zooming down a line with Lil Jon (who really is an actual zipline enthusiast).
Several other spots repeat the premise, beginning with grumpy social media scrollers in banal situations, like a bathroom that isn’t built for two or dull work lunches. A pep talk from Captain Obvious gets them out in the world, taking selfies to trawl for their own hate-likes.
The new campaign from Crispin Porter & Bogusky is directed by JJ Adler via Missing Pieces and began airing this week in the U.S. on TV. The same spots hit the U.K. this weekend.