Hotels.com Silent Ads campaign managed to break through the barrier posed by Facebook’s autoplay of muted ads, which prevents people from hearing the ads unless they hit the unmute button. The campaign relied on the humor of its mascot Captain Obvious, sign language, and hidden clues for giveaways to create a buzz that encouraged Facebook users to unmute the ads.

With five times the average Facebook ad engagement, the campaign generated more than 4 million views and thousands of comments and shares in three weeks.