Give in to the 'hate-like' and get travel rewards, says Captain Obvious

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.

Give in to the 'hate-like' and get travel rewards, says Captain Obvious

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