Ads that pop up on iPhones, digitalized billboards and flatscreens on the sides of buildings lack any semblance of a beating heart or deep and mysterious soul. In fact, any human touch to the varnished, made up faces and gloriously sleek airbrushed bodies is gone; these creations seem to be something from a Philip K. Dick-like future rather than our living, breathing present. Where have the stories behind our ads gone? Where are the Mad Men-esque tales woven after late nights, cocktails and too many cigarettes? Where are the truly human elements?

Living in New York, I barely notice what the boards, buildings and my apps are trying to sell. Rather, I am still surprised by the pixilated platforms on which products are hawked (I mean, when was the last time anyone really paid attention to a newspaper ad?) There's a certain coolness to ads I see around the city and it makes me even less likely to part with my hard-earned cash in this city where, I've read, walking out of the door will cost you twenty dollars.

Apparently, some advertisers might feel the same. No, I don't mean about how much it costs to live in New York, but how little feeling some campaigns have today. Because, after all, on the other end of those earbuds and behind that iPad there are still emoting human beings. So these viral sensations have gone the other route. Using video, Chipotle – who already proved its social media mastery with the fake-hack – and, thanks to Gawker, the Thai conglomerate True, and Extra (yes, the gum) have put together stirring and beautifully shot advertisements.