"Alreet pet" by Crispin Porter & Bogusky London has created an unusual twist on the skippable ad to introduce its US mascot, Captain Obvious, to the UK.

The first ad in the campaign, created by Crispin Porter & Bogusky London, introduces Captain Obvious (the personification of an often-used phrase stateside) as a well-travelled raconteur, albeit one in a ridiculous uniform. It will run on Channel 4’s online platform, All 4, and offers viewers the chance to skip the spot after a few seconds. But clicking on the "skip" button only switches to another film that is identical in every way except for the fact that everyone is using a skipping rope. Other TV ads that feature Captain Obvious being perplexed by British idioms will follow.