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Kim Kardashian stretches for humor in T-Mobile's Super Bowl ad

Technically Incorrect: Debuting her ad on last night's "Conan," the "famous person" decides to show her funny side. Did she succeed?

Technically Incorrect offers a slightly twisted take on the tech that's taken over our lives.


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Kardashian believes the lost data could be used to see even more of her. T-Mobile/YouTube screenshot by Chris Matyszczyk/CNET

"Kimmy, ya need to get people laughing! There's money in laughs!"

This is how I imagine the idea behind the latest Kim Kardashian televisual escapade was born.

The people who stand behind her know that she has infinite possibilities. She must reveal each one gradually.

So the choice to debut her new Super Bowl ad for T-Mobile on last night's "Conan" gave us all one hope: this ad will be funny.

Indeed, from the very first frame you can tell that her agents had suggested she reach for self-deprecation. She stands facing camera, accompanied by the words: "Kim Kardashian West. Famous Person."

What follows is a mock PSA in which Kardashian moans how much unused data goes west. Yes, those nasty wireless companies take it back, hoard it and sell it to you again. A little like some famous people with their bodies.

Perhaps the data just disappears into some recycling receptacle. Who knows where the data goes? But Kim wants you to care. Because T-Mobile cares.

The great star laments (mockingly, of course) that you could have used this data to stare at even more of her. Her makeup, her tennis backhand, her outfits and, um, her outfits.

She wants you to save the data. As you're doing that, she wants you to lift her up to heights unimagined even by Louboutin.

This is a woman who knows her fans perhaps better than any genuine star ever has.

If only I could use my lost data to observe her marketing meetings. And, of course, T-Mobile's.