Finds a Way Around Silent Facebook Ads: Sign Language

Clever Campaign by CP&B Invites Viewers to Turn Sound On

Published On
Jun 02, 2015

Editor's Pick has found a way to pique Facebook users' curiosity with a couple of ads that get around the fact that commercial videos play silently on the platform.

The spots, created by CP&B Boulder, feature the brand spokesperson "Captain Obvious" and use subtitles to get around the silent factor, subtly inviting the person browsing Facebook to find out more with the sound on. One, shown here, uses subtitles and an ASL (American Sign Language) interpreter to talk about the brand. Depending on how you view it -- without sound, with sound or with comprehension of sign language, it offers a different experience (including a contest element in the latter). Another spot shows Captain Obvious playing the piano; the subtitles, which say he's playing badly, invite you to find out more. Both were directed by Biscuit Filmworks' Clay Weiner.


Jun 02, 2015
Brand :
Client :
Director :
Clay Weiner
Production Company :
Biscuit Filmworks
Agency :
Chief Creative Officer :
Ralph Watson
Executive Creative Director :
Dan Donovan
Senior Art Director :
Nicole Karalekas
Senior Copywriter :
Ross Saunders
Art Director :
Victor Roa
Copywriter :
Chris McMahon
Integrated Head of Video :
Kate Hildebrant
Senior Integrated Producer :
Jessica Coccaro
Production Company :
Biscuit Filmworks LA
Director :
Clay Weiner
Executive Producer :
Holly Vega
Producer :
Lisa Stockdale
Managing Director :
Shawn Lacy
Head of Production :
Rachel Glaub
Head of Production :
Mercedes Allen-Sarria
Production Supervisor :
Bryan Moore
Director, Photography :
Toby Irwin
Post Production :
Method Studios NY
Executive Producer :
Angela Lupo
Producer :
Brad Wood
Editorial Company :
Wax NY
Editor :
Christopher Huth
Executive Producer :
Toni Lipari
Producer :
Evan Meeker
Music Company :
JSM Music
Audio Finishing :
Sonic Union
Audio Engineer :
Steve Rosen
Audio Engineer :
Fernando Ascani
Executive Vice President/Managing Director :
Danielle Whalen
Content Supervisor :
Brice Tomlinson
Content Supervisor :
Alyssa Fitterer
Business Affairs :
Chris Herrington
Associate Planning Director :
Dominic Hanley
Senior COG :
Brian O'Connell

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