Mweb Spam Filter: Ad blocked

This ad blocked by Mweb Spam Filter.

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.

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


gwheeler's picture
49 pencils

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
556 pencils

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

jagadeesh's picture
747 pencils

ad against advertising...funny..

Jaap Grolleman's picture
Jaap Grolleman
6996 pencils

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
4227 pencils

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
15 pencils

working well

TiltedChairCreative's picture
513 pencils

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
1636 pencils

on point

jackblack's picture
2328 pencils

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

thedesignaddict's picture
5393 pencils

Simple + clear.

abake's picture
1272 pencils

Agreed with TCC, I find this clever.

miko1aj's picture
3098 pencils

great idea.

Boxey's picture
8885 pencils

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
1636 pencils

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

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