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THE INC. LIFE

A Stunning Viral Video Reveals a Frightening Truth About Amazon

Are we boxed in?

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BY Chris Matyszczyk - 02 Dec 2018

viral video amazon

PHOTO CREDIT: Getty Images

Absurdly Driven looks at the world of business with a skeptical eye and a firmly rooted tongue in cheek.

 

We love Amazon.

Of course we do. It's just that lately, it feels like it's becoming too big for its britches, even as it tries to clamber into ours.

Just last week, for example, Jeff Bezos's company was said to have asked police to intervene in a warehouse strike. (The company denies it.)

Then there were the worries about Amazon's facial recognition technology, which seems to be worrying even congresspeople.

Moreover, universal admiration hasn't exactly rained down upon Amazon's HQ2 reality show, which seemed to many like one vast data-grabbing exercise.

Let's not forget, too, rumors of Amazon exerting unpleasant influence on brands that sell their wares on its site.

It's with exquisite timing, then, that writer and director Omar Najam has dedicated his art.

He took Amazon's latest Christmas ad and made a tiny alteration.

Here's the original, adorned with the Jacksons warbling Can You Feel It?

Such an uplifting thing, you might think.

And now here's Najam's new version, with a different score.

It's remarkable how well the new music works, isn't it?

It's remarkable, too, how it creates a believable atmosphere, as a vast company progressively creeps its way into our beings and squashes all before it in an inexorable march toward ubiquity.

Perhaps that's why more than 70,000 people have already liked it on Twitter.

Soon, drones will replace delivery drivers. And have you ever considered just how well your Amazon Echo might get to know you?

It might also be worth considering that the original Amazon ad is itself a touch disturbing. All those animated smiley faces wouldn't be out of place in a Black Mirror episode.

Gosh, a box from Amazon can even make a little boy in a hospital bed feel better?

What's in the box? A new liver, perhaps?

Though Jeff Bezos claims that his company isn't so robotic and that his most important decisions are taken on instinct, it's easy to wonder whether that instinct involves a certain uncomfortable world domination.

It's moving how a simple work of art like Najam's can focus the mind on one's very real fears.

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