Do you dream of beer atop a mountain...?

[EndtheMadnessNow]

One of the Super Bowl 55 Commercials was Coors: In Your Dreams.

Refresh Vid @ 1:42:

Last year, Molson Coors, the esteemed purveyor of watered-down frat-party beer, ran a jarring "experiment."

In a discreet building in downtown Los Angeles, 18 subjects were instructed to watch a strange video featuring a synth-laden soundtrack and natural imagery interspersed with glimpses of Coors Light cans.

The participants were then asked to drift off to sleep while listening to an 8-hour soundtrack featuring audio from the video.

Coors’ stated goal was science-fiction worthy: The company wanted to “shape and compel [the] subconscious” into dreaming about beer.

Shockingly, it seemed to work.

Around 30% of the participants reported that Coors products made an appearance in their dreams.
Are advertisers going to infiltrate our dreams?

Once they 'perfect' brain implants we'll all be living in a Brave New World.
Target manipulation to Bio-hacking will be the new thing.

Tin foil hats are gonna be a commodity!

Nightmare scenario: alarm as advertisers seek to plug into our dreams

Coors encouraged people to watch a short online video before bed, then play an eight-hour “soundscape” through the night. If successful, this “targeted dream incubation” would trigger “refreshing dreams” of Coors, according to the company.

“Anything you could imagine an advertising campaign for, at all, could arguably be enhanced by weaponizing sleep,” Stickgold said.

Stickgold was one of the co-authors of a recent open letter which sounded the alarm over companies using targeted dream incubation in June. The letter was signed by 35 sleep and dream researchers from around the world.

“You could have this sort of 1984 situation where advertisers buy advertising time on these devices, and nobody ever knows they’re hearing them.”

Targeted Dream Incubation (TDI) (MIT Media Lab)

The key to TDI is a special state of sleep called hypnagogia, or NREM 1. This is a term for the entrance to sleep, where it turns out that the brain undergoes a gradual, piecemeal descent into unconsciousness, not at all like the On/Off switch most people assume occurs as sleep begins. There are in fact 9 separate stages of descent into sleep even before we are fully unconscious, and each of them is a kind of hybrid state where the brain is transforming electrically and chemically. In TDI we aim for the middle of this descent into unconsciousness, at a moment when the brain has begun to enter the dream-state but the senses are still engaged and, crucially, subjects can still hear.

Deep dream subject. Soon the unsuspecting population will be the targeted subjects. Wait, nvm, we probably already have been. UFOs anyone?

Dormio: A targeted dream incubation device - Consciousness and Cognition, Volume 83, August 2020. The paper references 74 scholar papers on sleep & dreams.

While dream content can predict post-sleep memory enhancement, dreaming itself remains a black box. Here, we present a novel protocol using a new wearable electronic device, Dormio, to automatically generate serial auditory dream incubations at sleep onset, wherein targeted information is repeatedly presented during the hypnagogic period, enabling direct incorporation of this information into dream content, a process we call targeted dream incubation (TDI).

A Technique To Control Your Dreams Has Been Verified For The First Time

A technique to induce lucid dreaming has been independently verified for the first time, and might be even more effective when combined with others. More than half the participants lucidly dreamed during the trial, a record-breaking success rate in just a week without using external intervention.

Sweet dreams.