This campaign was created to be used exclusively online with the theme 'Skip Ad'. Studies show that over 90% of people ignore cases of violence involving neighbours, family or friends. Other data show that over 90% of people ignore the YouTube pre-roll ads. The idea was to use in a creative way the 'Skip Ad' button. Each time a person ignores the ad, the violence on the film increases, ending sadly. For those who choose not ignore, the end is different.