within the daily evolution of things and as innovation transcends adaptation, a conflict and an aggressive growth of consumer culture arises.

the massive accumulation of data from social media, internet search engines and various platforms and forums, results in the creation of consumer profiles, aimed at bombarding them, from personalized ads of products or services and based on their preferences.

"capitalism evolves by incorporating into the market things that were previously foreign to it. once assimilated, these things become commodities that can be sold." *

but what is it that turns into a commodity? the world has ceased to exist, in the form we know it to this day. We are transported to a time when singularity has already occurred and all that exists are certain vestiges of the "old world". in the rubble, some old-tech speakers still transmit information through ads, hinting at what's about to happen.

“commercial break_down" is an ironic commentary on our dependence as digital subjects and with an almost radio audio message transmitted by the speakers, it puts us in a position to wonder about the current situation by being an active part of it.

how far are we from advertising real weapons for children when instead of strengthening education systems, states invest in war equipment? how well do we understand that all theories about green energy are based mainly on economic studies for the benefit of various companies, shareholders, conglomerates? who cares about nature, the environment, animals? how much longer will we be able to share complete ecosystems, which include living creatures, plants and sounds? how can landfills and dustbins not become tourist destinations, since they have conquered various regions of the planet?

the collection of personal data by giant companies in the hyperspace of the internet now, shapes the consumer of tomorrow, today and the consumer of today, yesterday.

listening to a series of recorded advertising spots, for products and services of an era that has existed within an era that has yet to come, we are on the bridge of transition from one era to another. With humor and sarcasm, but also with cruelty, the -under construction- commercial break, could be an audio extract from a future that has already begun to happen and after this, the audience will continue their lives freely, changing channels, scrolling on the mobile screen, checking emails or looking for their next purchase.

* shoshana zuboff  (“the age of surveillance capitalism”, 2019).