Maybe this is one for the trade descriptions board; here's a guy in a hi tech wheel chair, all lightweight, flexible and super-fast and we're meant to pretend that it's either invisible or, equally absurd, that those amazing stats were achievable without it.
State of the art technology helps all top athletes, be it while they compete or while they train and it's always been surrounded by various levels of controversy or fascination - think Jimmy Connors' steel tennis racket, Michael Phelps' swimsuit or Wayne Rooney's T90s.
Is it the Shoes? asked Spike Lee of Michael Jordan's Air sneakers and people all over the world, many of whom knew nothing about the NBA or the Chicago Bulls waited eagerly for the answer.
This ad denies our almost universal obsession with technology, our fascination for the relationship between ourselves and machines and the idea of infinite potential. Nul points, as the French would say.
