A recent study determined that British Facebook users are visibly intoxicated in 76% of the photos they get tagged in on the social network.
This campaign, from Argentina's Norte beer, promotes an individual beer cooler that senses when a smartphone picture is being taken of you and sends a counterflash to destroy the shot with glare.
It's a photo jamming tactic that has been popular with people who want to evade photo radar speed traps. So it is theoretically possible, even if this "innovation" is a gag.
Here's another ad:
Via Ads of The World