Consternation and pure unbridled rage in parts of the UK tonight, as ITV interrupted England's World Cup Opener against the USA with a Hyundai advert.
Missing Steven Gerrard's goal in the process.
Studio anchorman Adrian Chiles tried to gloss over the incident at half time, but irate viewers were far from happy.
"I was spitting bloody feathers," Arthur Pewty of Neasden complained. "Got the food going, the beers flowing, and some wanker at ITV decides to run a twatting Hyundai ad as we score. If I could get my hands on the heartless bastard responsible I'd fucking throttle him."
Martin Shuttlecock of Portsmouth was also far from happy. He told us:
"I pay bloody good money for HD, and I expected uninterrupted coverage of the match. Not a fucking Hyundai advert at a crucial moment. This isn't the first time the shit-houses at ITV have done this either. They should be penalised for this. Like make the cunts pay for the BP oil spill. And have Adrian Chiles crawl on his hands and knees through the streets of Sheffield, pushing a frozen pea with his nose. Or something."
More as we get it.
