Sony Holds a Patent That Lets You Skip Ads by Shouting Brand Names
A patent filed in 2009 resurfaced in 2023 and racked up more than 18 million views after a single image spread across social media. The illustration showed a viewer yelling at a fast-food brand on a television to make a commercial disappear.
Sony owns Patent No. US8246454B2, titled “System for converting television commercials into interactive networked video games.” The application sat for years before the United States Patent and Trademark Office granted it in August 2021. By January 2023, the internet had discovered it and reacted exactly how you would expect.
The Patent Is Real
Fact checkers confirmed the claim as True after tracking down the full filing in Google Patents. The inventor listed is Gary M Zalewiski, and the document includes 21 figures that outline how an interactive advertising system would work.
Figure 9 became viral. It shows a viewer watching a movie as a commercial break approaches. A burger fills the screen with the instruction: Say “McDonald’s” to end the commercial. The viewer shouts the brand name, and a microphone built into the device captures the audio. Voice recognition software verifies the response. The commercial stops, and the movie resumes.
It Was Never Just About Shouting
The shouting example drew attention, but it represents only one part of a broader idea. The patent describes several interactive mini-game style commercials designed to engage viewers during ad breaks. In one scenario, a television could connect with a media-streaming computer and a PlayStation console. Behind the scenes, the system would also link to advertisers and media networks such as NBC, CBS, Hulu, and MySpace.
Another illustration describes a motion-based interaction. Viewers could use a motion controller to “throw a pickle” into a digital burger on the screen. Once the action is detected, the commercial speeds up and ends.
Why Advertisers Would Love It
Image via Pixabay/StockSnap
Traditional commercials rely on passive viewing. This system turns ads into transactions. The patent describes incentives such as coupons delivered by email or text message, points collected toward prizes, or other sponsor rewards. Saying the brand name is part of the exchange.
This is important because engagement metrics drive advertising dollars. If a viewer actively interacts with a brand, even briefly, that interaction becomes measurable data. It also creates a direct channel between advertiser and consumer without leaving the couch.
The Viral Backlash
When the illustration resurfaced in January 2023, social media users called it dystopian and compared it to episodes of Black Mirror. One viral tweet featuring the image surpassed 18 million views. The reaction focused on the idea of being forced to shout brand names at a screen to reclaim a show. But context changed the tone slightly. The patent never described an endless commercial trap. It outlined an optional interactive layer designed to speed up or enhance ads through participation.
The Bigger Question
Image via Getty Images/AndreyPopov
The system depends on microphones embedded in televisions or connected devices. The patent clearly states that a client device would capture the viewer’s voice and process it through recognition software. By 2023, voice-enabled assistants like Alexa and Google Nest had already fueled privacy debates. Interactive advertising that listens for brand names adds another layer to that conversation.
Sony has not rolled out this system commercially, and patents often exist without becoming products. Filing in 2009 and receiving approval in 2021 does not guarantee deployment. Companies routinely secure intellectual property to protect ideas that may never leave the drawing board. Still, the paperwork, illustrations, and pattern number exist.