Technically Incorrect provides a barely twisted tackle the tech that is taken over our lives.

She’s left him. However there’s solace in Sonos. 

Sonos/YouTube screenshot by Chris Matyszczyk/Proinertech

Sonos executives have to be taking a look at huge tech firms making sensible audio system and resisting the urge to hum a dirge.

Amazon launched its newest Echos final week. Google on Wednesday offered its new Houses — together with a charmingly unattractive Max that claims to supply fairly a growth. Then there’s Apple, whose music-based HomePod involves market in December.

Sonos has a brand new speaker, too. The Sonos One, which the corporate claims work with Alexa now and can play good with Google assistant and Siri subsequent yr.

The corporate’s greatest concern, nonetheless, it that you’re going to merely neglect all about Sonos, as the larger manufacturers toot their relentless horns. Sonos has, due to this fact, determined to enchantment to your humanity and the center that allegedly nonetheless beats inside. 

Its launched new adverts for the One which press play in your emotions. They insist that Sonos is a temper enhancer.

In a single, a teen is in his room, lamenting a misplaced love. Naturally, he performs lament-worthy music. However when he hears mother knocking, he goes hardcore. As each teen with shallowness would.

Naturally, mother is not with out her human (and technological) smarts. She hears by his try at subterfuge.

In one other advert, a extra grownup man is not in the very best of spirits. 

Do you see a sample right here?

He is made dinner at residence. His lover would not flip up. She’s working late. In fact she is. When she lastly will get residence, he would not change into pissed off — as so many lesser lover would possibly. As a substitute, he unpauses a romantic track he was listening to earlier.

It actually is that this simple, apparently, to create loving concord. And I assumed relationships have been exhausting.

Oh, that is all very good.

It is trying to preempt Apple’s pretensions for HomePod to be “the brand new sound of residence” by suggesting that Sonos is “the sensible speaker for music lovers.”

The issue is that even music lovers now deal with music as one thing of a disposable commodity. There’s a lot of it round that songs typically do not have the that means they used to have in occasions of shortage, when CDs have been nonetheless magical.

Do these adverts make a compelling case for Sonos? 

They’re genuine to the model. They use good music and extremely televisual folks.

However adverts like these are like Tinder profiles. It is too simple to swipe left and dance to a distinct tune. 

Technically Incorrect: Bringing you a recent and irreverent tackle tech.

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