Ad blocked

February 2011

MWEB is South Africa's largest and most well-known internet service provider. To demonstrate how effective MWEB's spam filtering product is, we decided to literally block out all of the ads on a spread in a national newspapers.

This ad blocked by Mweb Spam Filter.

Advertising Agency: FoxP2, Cape Town, South Africa
Executive Creative Director: Justin Gomes
Creative Director: Andrew Whitehouse
Art Director: Michael Lees-rolfe
Copywriter: Gavin Williams

Comments (14)

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Highest Rated

Ron Burgundy's picture
Ron Burgundy
Activity Score 1634

I like that the ads are gone in this execution, but that tivo campaign is cool

gwheeler's picture
Activity Score 49

But do ads in the newspaper equal SPAM? For this ad to work we have to accept that advertising and SPAM are the same, and they are not. Always cool to see someone do interesting things with newspaper, but this is off target—unless in SA SPAM services really do rid your Web experience of all advertising?

writersblog's picture
Activity Score 553

You're right about the spam. It should've been for a pop-up killer, or something.

jagadeesh's picture
Activity Score 743

ad against advertising...funny..

Jaap Grolleman's picture
Jaap Grolleman
Activity Score 6992

I think it's clever. Specially since they didn't really put their own logo in it and kept it to a bare minimum. Have to rely on customer remembering the name though.

CuriousPencil's picture
Activity Score 4225

Calling Fake on this one. No specific spam filter product on their website; more importantly, NO WAY a client of this size, in this sector would put their name to this campaign: it shows a complete confusion between spam and ads, as gwheeler points out.

Mark F's picture
Mark F
Activity Score 15

working well

TiltedChairCreative's picture
Activity Score 513

I disagree completely. I do wish the word "Spam" wasn't a part of their name, but I think this is hella smart. Y'all are overthinking it. And truth be told—and you're not going to want to hear it—but no, people don't like advertising. Most people, I assume, would consider most advertising—newspaper included—to be unwanted spam. Don't think so hard. Just look at the ad. It's good.

Ron Burgundy's picture
Ron Burgundy
Activity Score 1634

on point

jackblack's picture
Activity Score 2350

These would have worked better online, which is usually where stuff gets blocked.

thedesignaddict's picture
Activity Score 5403

Simple + clear.

abake's picture
Activity Score 1264

Agreed with TCC, I find this clever.

miko1aj's picture
Activity Score 3086

great idea.

Boxey's picture
Activity Score 8881

Done. Seen it a number of times--first, by students in the Minneapolis Show around 2002, and better IMHO.

Ron Burgundy's picture
Ron Burgundy
Activity Score 1634

I like that the ads are gone in this execution, but that tivo campaign is cool