Do you get all tangled up in technology? You are not alone. According to a new survey from Semcon, a large amount of people say that technology frustrates them. At the same time, we’re surrounding ourselves with ever more connected products. Semcon is now launching its unique and slightly bizarre music video entitled 'The Internet of S**t Song.' This film makes fun of the hype surrounding IoT and the lack of focus on users. 

“Connected technology offers phenomenal potential, but unfortunately companies are currently investing vast amounts of money on solutions that miss their targets and above all fail to meet users’ needs. In our video, we take a light-hearted look at what could happen with all our smart gadgets if we don’t watch out,” says Markus Granlund, president and CEO of Semcon.

The video, produced with the help of Forsman & Bodenfors, is set in the not-too-distant future. Alex, the star, gets himself into a real muddle with both gadgets and people as he moves through town singing the “The Internet of S**t Song” based on the classic spiritual song “Dem Bones”. Alex is a puppet, and his strings are a metaphor for both connections and for how easy it is to get into a flap with technology unless the solution is based on users.

“When we began working on the campaign, we realised early on just how many crazy connected products there are. Semcon’s position as a technology company focusing on users gave us a great starting point for poking fun at all the hype surrounding IoT. This creative work then culminated in the rather self-obsessed but kind-hearted puppet Alex,” says Per Nilsson, head of communications and marketing at Semcon.