Samsung is to trick millions of people into believing their TVs have broken as part of a controversial new ad campaign.
Samsung says that the unprecedented ad campaign will be used to promote the Ambient Mode technology in its new QLED TVs.
Screens will initially begin to flicker and then shut off entirely, in a way indistinguishable from a really broken TV set.
In the middle of many of the UK’s most popular shows – including the Champions League final and Coronation Street – Samsung will show a short ad that is specifically calculated to trick people into believing their TVs have broken down.