With an endless feed of TV shows, movies and news at our fingertips, Americans have become more connected to entertainment and celebrity culture than ever before. Everyone feels like a Hollywood insider, thanks to technology. And everyone feels entitled to share their opinions—especially on social media.

To bring this phenomenon to life, we turned the celebrity spokesman structure on its head. Our campaign subjected Paul Giamatti, an Academy Award-nominated actor, to the criticisms of an average suburban family of film buffs. Their unfazed reaction, know-it-all attitude, and incessant judgment embody the hyperconnected entertainment culture that technology facilitates. It's showbiz in the information age.