Objectification: Think of your toaster. It worked great for a while, but now the thing keeps acting up, the toast ends up burned or it pops up too quickly and the toast isn’t done. So you replace it. Do you think about the feelings of the old toaster? Of course not. Your N won’t think about your feelings either. To the N you are an object. It’s that simple.
While Corona has never really used comedy within their campaigns (they’re more widely known for their serene beaches and promoting a life of leisure), they hit gold when they took their all-too-familiar beach setting and added a splash of dry humor.