I'm just watching a bit of Big Bang Theory on 4OD, but I was letting the adverts play without having them on screen. The sound effects were of a guy going "YESS!" and then sobbing, then at the end the voiceover was "Let it out, you'll feel better for it - with Kleenex".
I was relieved (no pun intended) to see what the advert was actually depicting upon reloading.
Still, bit disgusting, no?