Samsung GS4 ad shows how to hold baby and watch LeBron
So how do you watch the NBA Finals and hold your baby? Samsung attempts to offer an answer in a new ad for the Galaxy S4.
This is perhaps an even greater philosophical question than: "Why do some people consider cheerleading a sport?"
For today we must consider how to hold a baby and watch the NBA Finals at the same time.
Should we turn on our televisions and hold the baby with both arms? Or does modern man hold his large-screened cell phone in one hand, while cradling baby in the other?
Samsung has a position on this. For its new Galaxy S4 ad insists on the latter pose as the ideal for both man and baby.
This ad, a follow-up to one released on Monday which introduced this sympathetic pair, sees dad slumped in an armchair, looking like Daniel Craig after being pummeled by several men in dark suits.
If the storyline of the first ad is anything to go by, he has been pummeled by his newborn's flatulence.
Still, he believes that there is some correlation between his son's birth and an unbeaten run by his Miami Heat. (The NBA Finals start Thursday. What a coincidence.)
This concept makes his eyes look even more haggard than Dwyane Wade's knees.
However, you will know that just by turning your head away, you can pause videos on your S4.
So when our hero nods off, the game stops. When he wakes up, it begins again. At least that's what I think Samsung's Smart Pause does, as the tiny print says: "Sequences shortened."
The baby delivers one of the great performances in modern advertising. When Dad's awake, baby looks a little bored of Dad's nonsense.
However, when he falls and asleep and comes alive a shortened sequence later, baby looks at him as if to say: "THIS was the best dad I could get? I need a lawyer."
I am sure that many will offer opinions on the best way to make baby feel safe, while still experiencing the dreamy frisson of dunking on, say, Roy Hibbert.
Still, if dad really wants his son to fully involve himself in LeBron and the NBA, what technology can help?
I have a feeling that the sheer beauty of Google Glass for babies, complete with streaming TV, is still a few years away.