We open in some sort of desolate concrete silo—machines sliding across the floor. They are cold, drab, and inhuman. A small device with a glowing red dot floats in the center of the room. This is the product of a thousand sci-fi nightmares mashed into thirty seconds.

But what’s this? The device projects some sort of glowing orb. Is it friend? Is it foe?

The robotic arms unravel the orb into hundreds of spindly threads. What do they contain? What force is propelling them?

The robotic “fingers” manipulate the device at the center of the orb, in turn causing the orb itself to rotate and pulsate. Is there anyone behind the robots? Are they simply extensions of some gloved scientist behind plexiglass? Are WE that scientist? Perhaps not. Perhaps they simply move randomly. Perhaps the device is in fact manipulating the metallic appendages and not the other way around.

Why do these robots care how fast they can run a mile? Do robots exercise? Side note: is this ad for a phone, an operating system, a cellular carrier? It’s hard to be sure.

At the end, we’re left with more questions than answers. The most pressing of these may in fact be the following: Are there enough nerds in the world that a company can survive solely by marketing to them?