Dispatch from an advertising future #24

Three to launch world’s first live holographic ad to promote 5G

It no longer felt weird, walking through someone. When everywhere was crowded with non-humans there wasn’t a choice but to sweep through leaving a drop of Holo-content (TM) on his device to pop up later. The Holo-toll. Passing through was consent. He pushed through Holo-offers. Holo-information. He’d trained himself to push past Holo-requests: “Pardon me do you have the time?. Sorry to bother you, but do you know…? Another one in front of him: “Excuse me…” He began to push through. Something was wrong. The Holo didn’t give way. He looked down and saw an old lady on the floor.


It no longer felt weird , walking through someone. How long ago was it that it had felt odd — not quite like the train coming out of the cinema screen odd, more the uncanny valley type of odd. Almost a little disrespectful blithely sauntering through what looks so like a person.

No it didn’t feel odd any more. When every street corner and subway entrance and shopping mall open area was crowded with non humans there really wasn’t a choice but to sweep through them. He knew that doing so activated his data shadow, transferring it to the hologram’s servers and simultaneously leaving a drop of Holo-content (TM) on his device which would pop up when he next unlocked it. Passing through was giving consent.

Such was the way of the world. If he wanted to take the shortest route, he had to pay his tolls. Maybe it should feel weird again.

He pushed through Holo-content offers. Holo-content information. Holo-content games. Holo-content stories. He’d even trained himself to push past Holo-content requests — the sorts of human interactions he’d been brought up to politely respond to: “Pardon me do you have the time?.. Sorry to bother you but do you know where?… Buddy can you spare a…” Just more virtual.

Another one in front of him: “Excuse me, I need…” He began to push through. Something was wrong. The Holo didn’t give way. he looked down and saw an old lady knocked to the floor.