TV viewers could go searching for their remote controls when their screens appear to "switch off" this weekend.
The screens will buzz with what looks like static and interference before going blank and silent, in what is billed as a UK first.
They will go dark during advert breaks in hit shows Coronation Street, The Simpsons and the Champions League final.
The 20-second "disruptive" advert has been created by Samsung "to remind the public that their TV is simply a boring black screen for 90% of the time".
It's designed to promote Samsung's QLED technology, which blends in with home decor or display imagery when not in use.