The full ad runs for two minutes and 47 seconds, and features a sportsman skipping with a rope, pleading to viewers to press the ‘Skip Ad’ button. The longer it takes to push the button, the more out of breath he becomes.

It’s different than other YouTube ads because it tempts the viewer to watch beyond the mandatory five seconds – always with the overlaying message that 'Webafrica Fibre is FasterFast. Now let’s skip the ad'.

Tim Wyatt-Gunning, CEO of Webafrica, says, “We loved the idea of letting the viewer decide just how tired they want to see our ‘sportsman’ get, but without drawing out our message. YouTube stats prove that more than 50% of the ad is watched by the audience when presented with the option to skip or continue watching. Considering that 95% of YouTube viewers skip the ad as soon as they can after 5 seconds, we have been 'gobsmacked' by our audience’s utter failure to skip the ad as instructed.”

You can watch Webafrica's Just skip it. If you can ad here.

For more information, visit www.webafrica.co.za. Alternatively, connect with them on Facebook, Twitter or on Instagram.