You can't skip this advert (but you also won't want to)

According to Adweek, 94 per cent of adverts on YouTube are skipped after the first (unavoidable) five seconds have elapsed.

American insurance firm Geico has tapped into that with a new campaign where the first five seconds are key.

"You can't skip this Geico ad, because it's already over," says a voiceover.

Watch below to see what we mean.

More: [These were the 10 most complained about adverts in Britain last year]2