There was one thing that anyone who has seen a Men in Black movie will remember: the neuralyzer – a device the agents use to wipe people’s memories clean, so no one recollects seeing them or the aliens they were fighting.
We realised that digital memories – better known as cookies – were responsible for many of the most annoying things about today’s tech-driven lives. We used banner ads with a direct call to action to see the movie with strong visual references to the Men in Black before offering consumers the chance to “Meet the cookie neuralyzer”. This worked by automatically deleting the publisher or network’s cookie’s history log.