"When I'm watching a commercial for a new tech device," says the architect, "I'm looking for an ad that's fun."
"That's cool," says the baker.
"That's edited way too fast," says the gardener.
"Fast," says the architect, a bit too fast.
"Fast!" says the baker, definitely too fast.
From there, the stock characters go on, ticking off pretty much every cliché you've ever seen in every tech commercial ever. By the end, you may suspect that this isn't a newly released College Humor video. Instead, you'll be convinced that it's actually a sort of secret instruction manual that agencies have been discreetly circulating amongst themselves for at least the past 15 or so years.
If anything, the College Humor parody underplays the "emotional stuff" -- you know, the part where these spots send shivers down your spine and your heart swells with love for all of mankind. And then also that part where you feel a little dirty afterward, because you just got emotionally manipulated by a gadget commercial.
Simon Dumenco is the "Media Guy" columnist for Advertising Age. You can follow him on Twitter @simondumenco.
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