Is the Viral Non-Ad Ad the Future of Advertising?

I recently resolved to kick one of my least-favorite habits: crying during movie trailers. I can weep without shame watching movies themselves. But trailer tears are different — not the effect of an emotionally destabilizing encounter with art but, rather, the tacky end result of bluntly Pavlovian marketing machinery, the component parts of which remain clear to me even as my gaze grows watery. Professionally expressive faces projected across field-of-vision-encompassing screens, uttering heart-rending phonemes rid of all meaningful context, accompanied by huge swells of music? ….[READ]