What this ad does is admit something you already deeply suspect and existentially fear: that consumerism is a failure and you will never find any meaning there no matter how much money you spend.
How do you escape?” “You buy a new chip.” “You buy a missile-shaped chip! That’s the answer. What this ad acknowledges is that you’ve been eating all these snacks and yet you are not happy, and you’ve been watching all these shows and yet you still feel lonely, and you’ve been seeing all this news and yet the world makes no sense, and you’ve been playing all these games and yet the melancholy sinks deeper and deeper into you. Even the things we do to escape the sadness of our lives have themselves become sad. “But here’s the thing,” Periwinkle continues, his eyes all aglow, “even the things we do to break the routine become routine. Why does one eat a snack? Why is a snack necessary? The answer-and we’ve done a million studies on this-is because our lives are filled with tedium and drudgery and endless toil and we need a tiny blip of pleasure to repel the gathering darkness.
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