You can skip this industry in 5 seconds

My mother has a hook instead of a hand.  

She doesn’t but I’m aware that if I don’t engage you within the first couple of sentences, you’ll wander off mentally and physically.

So, thank you, Youtube.

Not just for the freaks and the free concerts but for reminding us what it is that we actually do.

In that Moment of Truth which you give us on an increasingly frequent and increasingly annoying basis, you ask us to deliver judgement on an ad in particular and an industry in general.

You can skip this ad in 5-4-3-2- bye bye.

Personally, I pride myself on my trigger finger.  I can 'skip this ad' in a nanosecond.

‘That's what i think of your expensive, well-researched, shiny, empty thing’.

Zap! 

‘You're gone’. 

I have used my digital fly swat

Like I do with glee when I see the ‘x’ in the corner of an ad panel just inviting me to get it in my cross hairs.

But it leads me to think that this actually might be what we’ve been looking for ever since advertising has existed.

It is the essential challenge.

The Total Wipeout for Ideas.

The ultimate provocation to produce something that people won't be able to ignore.

‘Skipping the ad’ is the equivalent of turning the page, walking past the poster, crossing the road when you see the stunt.

But unlike any of these actions of dismissal, ‘skip the ad’ invites you to do it. Draws attention to your capability to do it. Reminds you that you can do it and therefore publicly points out that ads are potentially not worthy of your attention.

It's inviting you to say 'nah, I don't fancy you' after taking just one look.

Your hair’s wrong. Your clothes are appalling. Or more accurately ‘what a terrible chat-up line’.

The shame. The ignominy.

Now, this is good. Assuming that there is a way of measuring how fast people skip the ads - although not in the best interest of YouTube’s marketing department to have such a research tool - it will emphatically show clients that making dull, formula-based ads is a waste of time and money.

The possible downside is that Clients will panic and attempt to put something incredibly attention-grabbing in the first 5 seconds before normal service is resumed at ‘second 6’.

So we begin with a busload of cheerleaders.  The sides of the bus drop down, form wings and the bus takes off into the air with Rhianna at the controls narrowly missing a Ferrari driven by a stoat. Five seconds are up and the ad continues with a talking head saying "Need great car insurance?" blah blah blah.

Hopefully, this won't happen.

Instead, ‘skipping’ may turn out to be our salvation.

The most undeniable proof yet that you have to say something interesting in an original way in order to be listened to.

Or, totally justifiably, you’re in the skip.