Many online ads now acknowledge YouTube’s ‘skip ad’ function, using their first five seconds to discourage users from clicking away (though this always makes their dismissal more satisfying).

Now Birds Eye is getting in on the act. A family sits in front of plates of boring pasta, until their daughter hits an on-screen ‘dip ad’ button. Very droll.

Anyway, the fourth wall-pressing magically swaps in a colourful meal of salad, wedges and chicken dippers. Life is wonderful again! Some cheerleaders and a marching band show up to subtly underline this.

It’s all jolly fun - though the playground phrase ‘winner, winner, chicken dinner’ is somewhat spoiled by the clumsy insertion of the words ‘dippers’ and ‘for’.

Topics