The Drum Awards Festival - Official Deadline

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Agency: CP+B
Date: May 2016
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598 votes has introduced Captain Obvious, the US cult character, to the UK in the brand's summer advertising campaign from CP+B London – helping travellers make the obvious choice.

“Thanks, Captain Obvious” has for decades been a pop culture reference in the US, brought to life by in 2014 in the US market as a super fan in order to show why is the obvious choice for booking hotels. A loveable eccentric, Captain Obvious revels in pointing out the self-evident.

With the TV campaign, Captain Obvious can be seen in series of scenarios, specially created for the UK market, where he unknowingly falls foul of British ways, having taken people literally at their word (asking Sherlock Holmes to physically get off his (suit)case, telling a waiter he doesn’t want 'soldiers' with his boiled egg as “I think I can tackle it myself….”).

The first spot sees Captain Obvious demonstrate his linguistic prowess, bantering with Japanese and Russian tourists, only to be unwittingly stumped by a couple of Geordie lasses – “I love the Danish”.

It is this launch spot which viewers on All 4, Channel 4’s online platform, can choose to ‘skip’ – with surprising, never seen before consequences.


Executive Creative Director: Dave Buonaguidi

Creatives: David Carr, Martins Millers, Graham Storey, Phil Cockrell

Additional Credits: Producer: Chris Chapman

Head of Client Services: Charles Faircloth

Account Director: Tania Delamotte

Director: Michael Clowater

Producer: Jason Scanlon

Production Company: Smuggler

Editor: Saam Hodivala

Edit House: Work