Dispatch from an advertising future #159


She looked at her hand, at the shelf. She remembered The During, when she’d feared to touch things, obsessively reaching for the hand sanitiser in her bag. It had been normal not to touch, to not run her fingers along the shelf as she chose, through the rack as she browsed as she’d done in The Before. Now, in the New Normal, she could touch. But she was still wary. As her hand hovered, the shelf lit up: “Hello Jo, your key has unlocked your latest no-touch offer… just for you.” She closed her fist, pointed. “Delivered!” said the shelf.