Ad blocking software and browser extensions are becoming the bane of advertisers. More than 300 million people use some kind of ad blocker, which is a pretty sizeable audience ignoring the work you spent countless late nights perfecting. But at the same time, it can be frustrating to sit through even five seconds of the sub-par spots when all you want is to watch a lip sync video. D&AD, which awarded its Pencils to some of the world’s most creative ad work at the annual awards gala last week, might have the solution by filtering your ads instead of blocking them.

[iframe_youtube video = “T4jniN89mnQ”]

And here’s the thing: it’s real. Developed by BETC Paris, Chrome and Firefox users can install the browser extension (because if you’re using Internet Explorer or Safari, you probably stopped caring about your experience online anyway) and all of the pre-roll ads will be replaced with work that D&AD deemed creative enough to win a Pencil (in place of the ads that make you want to poke your eye out with a pencil).

Credits:

Brand: D&AD
Agency: BETC Paris