A new campaign from Qualcomm acknowledges the ad industry's elephant in the room: many people are now busy checking their smartphones rather than watching commercials on TV.

The first work for the mobile technology brand by McCann New York consists of two spots that tell the viewer just that -- they can put anything on the screen, like a Bavarian dance, seen here, or an eccentric father-and-son beatboxing routine, because you're checking your phone instead. However, that's OK, says the text on screen, because Qualcomm makes the technology in your smartphone.

Lance Acord at Park Pictures directed the spots, which are both hilarious and clever -- the idea reminds us somewhat of Geico's "Unskippable" campaign.