Oh my goodness, did Futurama call this?

I think Futurama called this:

Yes, we now have advertisers trying to reach us in our dreams:

This sounds like something out of a Philip K. Dick novel.

I feel like everywhere this world turns there's just more and more control placed upon the general population—and that scares me.

Like, "Hey, Alexa, why don't you just randomly play that same jingle from the McDonalds commercial every now and then while I sleep and then I'll wake up in the morning with a mouth watering for a McGriddle."

Because why have choices anyway?

And this is sad: the company which is currently trying out this dream world advertisement experiment is Coors Brewing.

Yeah dude, the first thing I want to do in the morning is crack open a cold one (assuming the mountains are blue) and turn on the football game. At least if Michelob was trying this I'd end up taking a jog in the mountains like those people in the commercials. That'd be a great way to start the day!

Coors is over here like, "Hey, we just infiltrated your dream so you can become even more addicted to alcohol."

Cool!

Here's what Coors did:

When brewing giant Coors launched a new advertising campaign earlier this year, the format came as a surprise to many. The company was planning to infiltrate people's dreams to get them to buy, and presumably drink, Coors beer.

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.

So that's kind of cool. But it's also scary.

And an open letter penned by sleep and dream researchers has warned against the use of this dream advertising.

For now, [Targeted Dream Incubation]-based advertising requires our active participation, for example choosing to play an 8-hour Coors soundtrack while we sleep. But it is easy to envision a world in which smart speakers—40 million Americans currently have them in their bedrooms—become instruments of passive, unconscious overnight advertising, with or without our permission. These tailored soundtracks would become background scenery for our sleep, as the unending billboards that litter American highways have become for our waking life.

Now, call me a cynic but I don't think ethics really matter to these people. These days as long as there's money involved people will do anything. Including infiltrating your only true break from reality.

So get ready for advertisements in your dreams, people!