Totally forgotten in this ad is the predictable yet stunning stupidity of a man trying to reason with a Mountain Goat, carefully explaining that the sandwich the goat has found in his bag isn't the goat's property. Seriously, the fat scruffy doofus is one step away from attempting to explain the philosophy of Capitalism the clueless, dumb animal. No, not the asshole with the phone. The goat. Yet, we easily forget Mr. Brilliant's attempt to negotiate the return of his sandwich, because of what comes next.
Check out how this phone is sold to us: It's a really cool device to own for those times when your "friends" do something stupid, because not only can you take video of them being humiliated, but you can take a picture from that video and "share" it with all your friends, and all his friends, making a minor, embarrassing and maybe even funny moment in the guy's life into an opportunity to make him a laughing stock for the entire planet.
Because in the age of Shareable Data, this is what sells phones: The easier it makes it to take a moment of Fail and use it to mock the victim, the better.
In the old days: "We went on a hike, and it was really cool because this mountain goat stole a sandwich out of Tim's bag. But then it kicked his bag and it fell down the mountain, so Tim had to climb down and get it, and it turned out that some stuff got broken. But he got back his wallet and his keys so it worked out ok."
Nowaday: "LOL check out this video, Tim loses his bag ROTFLMAO can you believe it and he had to climb down the rocks to get his bag back check out this video he keeps scraping his hands on the rocks and ends up all bloody LOL!!!" Gone Viral. Liked. Shared.
Tim? Mocked by thousands of people he doesn't even know. Because he made the poor decision of hiking partners. Whatever.
One day, being a rude prick with no sense of empathy and a total willingness to invade a "friends" privacy and hold him up to ridicule in front of everyone became both funny and normal. I must have been in a coma. Anyone have any ideas on how I can get myself back there?