Ad of the Day: Internet Provider Brings Lag Into Real Life, Where It’s Extra Annoying

Good luck cooking or playing ping-pong

Online lag is pretty frustrating in its own right. But Swedish Internet provider recently took the experience to new heights (or maybe depths?) by simulating lagtime in real life 

The brand asked participants to wear an Oculus Rift virtual reality headset, which was rigged to create a lag ranging from a fraction of a second to 3 seconds. People wearing the headsets would then try to cook, play a game or take an exercise class while suffering through the disorientation of lag.

The ad is split into two camera perspectives—first-person and third-person. Be sure to watch both to enjoy the full effect of the results, which are pretty hilarious, with highlights like a guy dumping batter all over a stove instead of into the pan.

Ultimately, it might be a little like preaching to the choir. For anyone who would actually care about lag, the pitch—upgrade to higher-speed connections—doesn't need much selling. And the tagline—"You wouldn't accept lag offline, so why do it online?"—is a bit disingenuous, since you'd never suffer lag offline unless a company strapped a camera to your face.

But it's a fun and fresh idea, and it benefits from the fact that Facebook's acquisition of Oculus raised the Rift's status from geeky love-object to pop curiosity. Just imagine when your friend can comment on your failure to make breakfast, right in your field of vision. The future sounds magical.

@GabrielBeltrone Gabriel Beltrone is a frequent contributor to Adweek.