Campaign Explores 'Hate-Like' Relationships and agency CPB are playing off the envy experienced by seeing vacation photos splashed across social media with the new campaign, “Be there. Do that. Get Rewarded."

The creative features spokesman Captain Obvious pointing out reasons why viewers may "hate-like" their friends’ vacation posts, before reminding them can circumvent this "hate" by helping them book brag-worthy trips.

Sample the work here and here.

The campaign includes five spots running in the U.S., three in the UK, six-second videos, radio ads and social media.

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