Turkey of the week: Hdac scores own goal with weird blockchain spot

If you had to sum up your overriding emotion towards blockchain in one word, what would it be? Indifference? Discomfort? Outright boredom?

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.

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