Creativity Introduces a New Kind of Ad Blocker: Giant Foam Hands

Latest Digital Stunt Follows Campaign in Which Captain Obvious 'Skipped Ads' With a Jump Rope

By Alexandra Jardine. Published on Mar 06, 2018

Editor's Pick introduced its somewhat irritating spokesperson "Captain Obvious" to the U.K. last year in a campaign in which he literally skipped with a jump rope in the skippable version of one of its ads.

Now, the brand is riffing on ad blocking in a new campaign in conjunction with broadcaster Channel 4 and its online portal All4. Today (Mar. 6), all All4 viewers who are served the latest ads will be given the option to "block" them and when doing so will see Captain Obvious physically obstructing the advert, with the help of props including dry ice and giant foam hands, until the ad has played in full.

The campaign, by Crispin Porter + Bogusky's London office and brokered by media agency m/SIX,, will also see the character "blocking" Channel 4's own ads promoting popular series "Peep Show," "Misfits" and "Gogglebox."

Dan Watts, chief creative officer at CP+B London, comments in a statement: "Forget A.I, is clearly leading the way in online tech, with its pioneering use of giant foam hands and smoke bombs. I look forward to seeing what else Captain Obvious brings to the digital forum in 2018."

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Mar 06, 2018
Crispin Porter + Bogusky London
Martins Millers
David Carr
Creative Director:
Phil Cockrell
Creative Director:
Graham Storey
Account Management:
John O'Shea
Account Management:
Gui Bernardes
Account Management:
Tania Delamotte
Account Management:
Mia Bedran
Jonathan Brown
Matt Minor

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