Black Mirror is dark. Black Mirror is dystopian. Black Mirror is spooky.

So how does Netflix match this energy to drum up excitement for the launch of Black Mirror’s third season? By doing something equally dark, dystopian and spooky… and targeting some of the people most likely to be creeped out by it: ad-blockers.

Ad-blocker users are notoriously privacy-minded. They hate looking at ads. But what if the ads looked back at them?

It turns out they kinda love it.