The best ad on TV so far this year...

...and I can't find any bloody video of it.

It's for Virgin Media - and it's not really an ad at all, but a guerilla takeover of another (willing) brand's ad. You see the start of another advert (Yeo Valley and Citroen have so far been involved), but it is constantly interrupted by a buffering symbol.

The ad then asks viewers why they put up with buffering online when we wouldn't on TV. It's a very simple idea, and plays cleverly on the mental frames we apply to different viewing experiences.

But most importantly, there were 3 of us in the living room when it came on, and as soon as the buffering symbol appeared and the music stalled, the advert had our undivided attention. And that's a huge achievement.

I believe credit goes to the media agency fifty6 for this one. Nice to see creative ideas not just coming from the agencies.