[2/*] As the ad progresses, we discover Microsoft's opinion of this family is that all is well, except for one small problem: the pet itself lacks Microsoft products. If only it could have a canine-compatible XBox, or a Surface Pro for dogs, it would be able to experience "joy".
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[3/*] I'm not really sure what to make of this. Previously, advertisers at least tried to pretend that their products weren't doing the things they were doing. They were sold by association to things people found naturally rewarding, like loving families.
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[4/*] Coca Cola ads, for example, never featured obese people, or diabetics taking insulin shots. They showed happy, healthy people partying with each other at the beach, or parents with their kids in the back yard.
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[5/*] But this ad seems to do the complete opposite. I guess I should commend Microsoft for showing an ad where the family appears to be experiencing Microsoft products exactly as they actually do in real life?
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[6/*] To be fair, they didn't show the mother unable to get her sound working on video chat, the father's plane flight getting interrupted by Windows Update rebooting his PC, etc. So they are still lying a little bit...
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[7/*] But the degree of honesty in the ad was a bit chilling, because it implies to me that we have crossed a threshold where not only is this vision of life widespread, but advertisers now think it's desirable to depict, and aren't worried about associating a brand with it.
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Yes! Black Mirror is a very good analogy.
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you don't need pet or family or friends to be happy.. you just need Microsoft products.. this is the exact message..
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There certainly doesn't seem to be any other way to interpret it!
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