The original British edition of the show, produced by Absolutely Productions, starred Dom Joly and ran for three series on the British television channel Channel 4 from 2000 to 2003. The show consists of Joly deliberately entering into ludicrous or embarrassing situations in public places, which were filmed surreptitiously by cameraman Sam Cadman. The signature sketch of the series sees Joly innocuously present in a public location, often a place of relative quiet such as an art gallery, a library or an Internet café, when a loud Nokia ring tone sounds.