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In the UK鈥檚 biggest April Fools鈥� digital out of home campaign to date, Hotels.com鈩� cult character Captain Obvious鈩� will unveil the brand鈥檚 avant-garde range of hotel-scented perfumes 鈥� 翱产惫颈辞耻蝉濒鈥檈补耻.

Creatives at Crispin Porter + Bogusky London have worked with their Hotels.com client to concoct four exquisite fragrances, which embody the perks that Hotels.com 鈥� the traveller鈥檚 obvious choice 鈥� offers its guest. Four executions parodying run-of-the-mill perfume ads 鈥� 鈥淭ouche de Fresh Sheets鈥�, 鈥淓ssence de Breakfast Buffet鈥�, 鈥淲hiff of Free Wifi鈥� and 鈥淓au de Free Toiletries鈥� 鈥� will run in both subtle and full motion digital format for 24 hours across the UK, from Aberdeen to Southampton.

Olivia Adda, CP+B creative commented, 鈥淚t鈥檚 brilliant being in a hotel. You鈥檙e uplifted and refreshed. And there are great aromas associated with those feelings: freshly starched linen, a full-English sizzling away, posh shampoo. Imagine you could bottle those smells, so you can feel like you鈥檙e in a hotel wherever you are鈥︹��

In a deal negotiated and brokered by media agency m/Six that leverages Emc易倍体育鈥檚 entire UK digital estate 鈥� close to 6,000 DOOH screens 鈥� this is the biggest April Fools鈥� DOOH activation in the UK. The campaign will generate over 7 million impacts in the single day it will be live. It is also the second time Emc易倍体育鈥檚 entire DOOH estate has been taken over by a single brand, following Camelot鈥檚 New Year鈥檚 Day campaign for The National Lottery this year.

The April 1st DOOH take-over is the latest in a list of digital plays for Hotels.com, including the award-winning 鈥楽kip Ad鈥� spots, and Christmas 2016鈥檚 鈥極bvious Charades鈥� played via a Facebook chatbot.

Vincenzo Bruno, Brand Manager EMEA for Hotels.com brand said, 鈥淭he Captain Obvious character allows us to deliver on a basic message 鈥� we鈥檙e the obvious choice for online bookings 鈥� whilst also entertaining the public with a bit of tongue-in-cheek digital kookiness.鈥�

Captain Obvious has for decades been a pop culture reference in the US, brought to life by Hotels.com in 2014 in the US market in the guise of a super fan 鈥� the Captain. Captain Obvious made his first appearance for the brand in the UK in 2016.