If you don’t know what it is then you clearly don’t live in the UK.

I suspect these adverts are actually created by some form of computer virus that has taken over the TV stations. It started late night on The Hits but quickly spread to MTV and the other music channels. The speed of the infection slowed for a while until it began to infiltrate other cable and satellite channels and even the internet. Now it’s victory is almost complete as it has made it’s way onto prime time terrestrial and it’s on twice every ad break now on E4!

Further evidence that it is a virus comes from the fact that it morphs slightly every few days (or at least the first few seconds of it do - I’ve never seen more than that). And if we imagine, for a second, that real people are paying to have this shown on TV then where are they getting the money from? Have you ever heard anyone using this ring tone? I certainly haven’t. And wouldn’t the TV companies immediately banish it from their stations in the knowledge that they are losing huge amounts of advertising revenue due to the fact the everyone changes the channel as soon as that fucking thing comes on?

On the one hand it’s the most irritating thing I’ve ever seen or heard. On the other hand one cannot help but be in awe at experiencing something beautiful: the birth of AI - even if it is a malicious little cunt.