If this piece of personal ethnography isn’t a sign that the ad break is screwed, then quite frankly I don’t know what is.

Like millions, potentially billons of people around the world, I was watching TV the other night. And like millions, potentially billions of people around the world, I picked up my phone during the ad break.

Now during that break, I personally decided to check out Twitter and this is what I saw. A Tweet from Ricky Gervais.

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To save you the effort of searching for the link to the video, here it is.

Yes it’s official. Ricky Gervais farting on Karl Pilkington’s head is more important to me than watching an ad break.

So the next time you have to sit through a presentation about bullshit metrics such as TARPs or GRPs, ask yourself one question. Will they really see the ad, or will they be watching people fart on other people’s heads whilst the little set top box records a ‘view’.

Or perhaps a more helpful question might be: ‘Is my advertising as culturally interesting as Ricky Gervais farting on Karl Pilkington’s head?’ Im deadly serious.