No, you're not sat on the remote. No, don't panic, there's no ghost in the room sneakily controlling your TV. It's just the clever new Sky+ advert which has confused the nation.
Watching TV last night, I was seriously baffled. In the ad breaks for X-Factor and Homeland, viewers were shown an advert for Ginger Pig sausages, sizzling in a pan, followed by the start of a Churchill home insurance advert.
The ad is rewound back to the sausages ad, which is replayed several times. During this, I was scrambling around my sofa trying to locate the remote, which I was sure was lodged under a cushion somewhere. But no, it was on the coffee table in front of me. Bewildered, I stared at the TV, with no idea what was going on.
The frame zooms out and the light is shed on the situation. We see the culprit. A dog, watching TV in an armchair, appearing to be rewinding the sizzling sausages again and again. Ah, panic over. Clever Sky+.
The message ‘Pause, rewind and play the TV you love with Sky+' is clearly conveyed with the help of an ingredient which is sure to make the clip a popular one - an anthropomorphised dog. Sky is also appealing to Twitter users with the invitation to tweet a picture of their dog watching the advert.
All in all, a great ad Sky, but maybe a bit too mentally demanding for a Sunday evening.