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Plusnet broadband has launched an online video campaign as part of its direct response activity.

The film features "Plusnet Joe" poking fun at situations viewers often find themselves in when faced with "yet another ad".

The skippable formats have been designed to encourage viewers to stay longer on the page, while the forced executions admit the brand will be intruding on the viewers' time for the next 30 seconds and there’s not much anyone can really do about it.