For brands and content creators, Facebook's autoplay videos have become a mystical chalice bearing bountiful views—as long as you don't mind your clips airing in silence.
Instead of expecting users to turn on audio (because who would?), more and more video creators are starting to create clips that work just fine without sound, usually thanks to subtitles or informative animations.
Now Hotels.com and agency Crispin Porter + Bogusky have created a video ad campaign that has some fun with the silence of autoplay.
In the best of the two new spots, we see spokesofficer Captain Obvious playing piano, though activating audio highlights the fact that what he's really creating is a cacophony of randomly pounded keys.
Check it out below (you can mute it yourself, if you'd like to recreate the news feed experience), along with another spot that uses a sign language interpreter to get across the brand's message.