This Browser Extension Replaces Boring Old Preroll With the World’s Best Ads

D&AD and BETC's new Ad Filter

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Looking for a browser extension that approaches ad blocking a bit more creatively? D&AD and Paris agency BETC have just the thing.

The British ad organization, which just handed out its 2015 awards last week, has now released The Ad Filter, an extension for Chrome and Firefox that blocks regular preroll ads and automatically replaces them with D&AD winners from past years.

It might seem odd for an ad group and a famous agency to promote ad blocking, but D&AD and BETC say the plug-in is designed to "celebrate creativity by inspiring and stimulating people in the industry and beyond."

"We wanted to demonstrate that people don't hate advertising, they just hate bad advertising," says Olivier Apers, creative director at BETC Paris.

Check out the demo below, and download The Ad Filter here. It certainly works. I installed it, and quickly saw Vodafone's "The Kiss," Hahn SuperDry's "Pioneering Beering" and LG Kompressor Elite's "Somethings Lurking" spots.


Client: D&AD

Brand Management: Laura Kelly

Agency: BETC, BETC Digital

Agency Management: Niamh O'Connor, Anaïs Pirajean

Chief Creative Officer: Stéphane Xiberras

Executive Creative Director: Olivier Apers

Art Directors: Alphons Conzen, Jonathan Baudet-Botella

Copywriter: Adrian Skenderovic

Development: Cogit

Motion Design: Raphaël Benhamou

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@nudd Tim Nudd is a former creative editor of Adweek.