Ericsson and Dave and his machines

A nice critique by Sherry Turkle of a new Ericsson ad (presumedly a series) portraying life with social media and machines that are aware. Hard to know what the brand is saying at this point, but the first installment is definitely pointing toward the dark side.

Some of you are going to look at this video — the story of a young guy named Dave (that's Dave in the picture just above) who's on his way home to an apartment where his stove, lights, vacuum cleaner, microwave and fireplace are feverishly anticipating his return, and you're going to say, "Ahhhhh, let me be Dave. If only I could have a place wired like his."

Others of you are going to want to take a sledgehammer to every lamp, toaster, vacuum cleaner and microchip in the place — and perhaps to Dave.

I don't know which side of the Dream Technology Divide you are on, but trust me, this is a polarizing video.

See the ad and read the critique here.