Hotels.com Finds a Way Around Silent Facebook Ads: Sign Language
Clever Campaign by CP&B Invites Viewers to Turn Sound On
Jun 02, 2015
Hotels.com 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.