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The ad follows the borderline-sociopathic efforts of "Rickhead" during the pandemic, who "thinks he's indestructible" and "isn't afraid of going outside to socialise" regardless of countless government instructions to practice social distancing.

Signposting Rick as the antithesis of all that is good in the world, comedian Iain Stirling implores viewers to stay home, watch TV and "don’t be a Rickhead". It was created by executive creative director Tony Pipes.

Earlier this week, ITV continued its "Britain get talking" mental-wellness campaign with a series of socially responsible press ads.