I don't get it, but I'm also not the audience so I try not to judge too harshly.
The Superbowl used to be not only the ultimate NFL event but also the "super bowl" of commercials. They used to make you laugh. We used to actually want to watch them. The last 5-ish years of Superbowls have completely flipped that. Now we mute during commercials because they are all so sterile and unfunny or faking sincerity about this year's major social topic.
Now, watching NFL, the commercials are actively grating, annoying, and the complete opposite of entertaining.
I mute these shitty commercials now. I used to love them.
Marketing departments have ruined yet another thing that used to be enjoyable.
WASSSSSSSSSSSSSSSSSSSUUUUUUUUUUUUUPPP???
Oh yeah commercials used to be so good...
But advertising never was authentic. The goal is to drive sales using whatever tools the audience can tolerate, however shameless, and advertising has always pushed boundaries, followed by the inevitable wave of copycats that turn the innovative into the mundane.
The tool in this case is constructing a parasocial sockpuppet personality as if McDonald's or whatever deserves a seat at your digital table in between your actual friends. When everyone is just an avatar grinding for likes and followers anyway, they might as well be.
The future is going to be fucking awesome. We're gonna have cute girls on ebikes. We're going to have GMO food that eliminates hunger worldwide, and robots that harvest them and end farm worker exploitation. You're gonna have solar panels on your ADU, they'll power a little light, and you're gonna read a book and listen to the bugs and life will be good.
Optimism is as much about what you want to happen as what you think will happen.
Most brands are _trying_ to be funny.
