“Who wants a world in which the guarantee that we shall not die of starvation entails the risk of dying of boredom?”
Raoul Vaneigem, The Revolution of Everyday Life
Funny how clever ads will make us forget about about their insidious messages. Repeating the conventional wisdom that time can be dissected into bits and pieces, and therefor is a thing that can be owned and sold, this ad makes it seem like down time is a droll activity only for losers who wear funny unitards in public. Vodafone would certainly love to carve up your day and bill all those moments that are not already being consumed by work or the Internet. If the Situationists argued that boredom was counterrevolutionary, Vodafone would contend that boredom should be reduced to a billable activity. I can’t wait for the moment when nanoseconds will be carved into subunits of the penny. Not even the blink of an eye should go without its billing cycle. 
Tags: Advertising, Technology, Video, Weekly Deconstruction
