Ads really like to pretend we spend any freed-up time/energy/resources from buying their thing on hiking/outdoorsy shit.
When they do admit we’re more likely to cash out by browsing or watch tv, they put models in cozy clothes with fireplaces and hot cocoa. Not goblin mode.
Conversation
I mean, when was the last time you reacted to a good quarterly investment performance update by going hiking? Or to a drug that worked for your condition by going kayaking?
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Replying to
"if i had more time, i would go hiking instead of watching the sopranos"
"i need more time"
"i need that product"
Replying to
Are the they driving the expectations or just tapping into an awareness that most people imagine their ideal selves as more active than they are today? Associate product with the idealized self -> buying product is an easier route to ideal self vs actually getting off the couch


