Imagine the New England Patriots have just lost the AFC Championship Game and CBS cuts to an interview with Bill Belichick outside the locker room. The famously guarded coach, vulnerable in the immediate aftermath of an emotional loss, lets slip that it may be his last year with the Patriots and he's considering a move to ... where?
Who knows? Because before Belichick can finish his sentence, the network abruptly cuts away from the interview so it can run a tampon ad.
Sounds too crazy to be true, right? Well, that's precisely what happened today after Real Madrid was eliminated by Borussia Dortmund from the the Champions League semifinals.
ITV inexplicably cut away from Jose Mourinho mid-sentence while he was thoughtfully answering a question about his future. The coach of the Spanish champions known as "The Special One" has been linked with a summer move to Chelsea, whom he led to back-to-back Premier League titles in 2005 and '06.
As Mourinho pondered his response, ITV's Gabriel Clarke cut in: "We'll take that as England, I've gotta go."
And the Internet went crazy. (Warning: Harsh language.)
And cue the photo memes ...