So take pity on Joe Public, whose prime football viewing time during the World Cup is being interrupted by a nonsensical ad about the power of distributed ledger technology.
For starters, the TV spot for South Korean firm Hdac (Hyundai Digital Asset Company, apparently), which is being screened on ITV and Eurosport during the tournament, makes absolutely no sense whatsoever.
The first half is classic tech firm drivel, with a picture-perfect family smiling and looking oh-so-delighted about their ability to touch screens and swipe at digital images. Then, with absolutely no warning, the family departs, leaving their poor dog to be terrorised by incredibly irritating talking household appliances.
Even the voiceover, presumably intended to bring some clarity to the situation, only succeeds in making the whole thing more unsettling, with its vague promise of a "smart and secure" platform "thanks to the blockchain solution".
Blockchain may yet herald a technological revolution, but why Hdac felt the need to bamboozle football fans with this slice of meaningless tripe is anybody’s guess. Certainly those commenting on social media seem equally bewildered.
Has literally anyone understood what Hdac Technology are trying to sell in the World Cup ad breaks?— Jonathan Haynes (@JonathanHaynes) June 23, 2018
It appears they thought so long as they repeated the word "blockchain" it didn’t have to make any sense or have any product to sell.
— James (@MrThirds) June 23, 2018
Every time that Hdac ad comes on I get mad all over again at its meaninglessness. Get that blockchain shite off my TV
These hdac blockchain ads. Literally incomprehensible— Chris Bertram (@crookedfootball) June 22, 2018
I don't think anyone watching these endless Hdac ads during the world cup has a clue what they're on about but that's fine because it doesn't seem like the marketing agency responsible does either— Dr Richard Kimble (@gambakufu) June 21, 2018
Anyone else wondering whilst watching the world cup; who the hell are Hdac? and how on earth is "the blockchain" going to allow me to hologram skype my grandparents?— Scott Davis (@LeFronge) June 26, 2018
Is this Hdac technology (block chain for the home) advert a real thing or a disguised trailer for something else like they did for Humans?— Paul Davies (@PaulJDavies) June 23, 2018