Copywriter uses retail ad to tell his life story

Papercut

A new print ad by DDB Stockholm (click here to see the full version) is nominally about Swedish alternative/pop-culture retailer Papercut. But the long-form copy tells you a whole lot more about the writer, Magnus Jakobsson. (In an e-mail, he tells us the story is "almost" all true, with perhaps a fact or two embellished.) It's like the ad version of Adaptation. It's probably a good approach for the target market, who presumably are alienated and narcissistic themselves, and will be drawn in by the use of the grammatical second person. Or is it a bit much?