"Monster make you buy" - time to question our tech consumption?

What do you think of this short film challenging our staggering levels of tech consumption and consequent waste? It's by French company Back Market, which refurbishes devices. It was set up when the founders felt "spurred into action by the megatons of e-waste we, as a society, produce each year thanks to our obsession with new tech" and aims to challenge us all to rethink our tech consumption. Yes we all love the feel of the shiny new gadget, but the environmental and social costs of that is increasingly veering over to common knowledge and common sense. This ad uses stopmotion animation and puppetry to create a compelling case by imbuing the cable 'monster' with emotions and an important realisation.... It's always hard to acknowledge / take responsibility for our own 'faults', but can this kind of deflected accountability help to get more of us switching to refurbed tech?

Keywords: Back Market USA, refurbed tech devices, tech consumption, environmental cost of technology, stop motion animation in ads, puppets in commercials, smartphones and the environment, director Johnny Kelly