From the depths of his fatherhood, Ben al-Fowlkes sent me this Bubble Tape commercial of the early 90s—right at the intersection of Max Headroom and MTV. The Baby Boomers had recently assumed control of broadcast media, but they retained their identity as the first generation in history to see through institutional authority. They still didn’t buy what the man was selling, but their lives had progressed to the point where they were selling it. The generation told not to trust anyone over 30 was now in charge of marketing long gum to children. Naturally, they employed the message that most resonated with them: old people are not cool. As the Boomers grew even more hideously aged in the decades that followed, that idea would mutate into “most people are not cool.” The notion that you could be different from most people by buying something would become the central premise of American advertising.