[M]y reaction to clever ads: as soon as I see one, a filmy layer of distrust and seething hatred gets in the way, and I can’t think of anything other than some bearded agency doucherocket receiving an award for being ‘clever’ and subsequently feeling on top of the world because he gnarled whatever wit and narrative grace he could muster into the successful injection of a brand into an ecosystem that, milliseconds later, does not care.