Treating Consumers Like Mouth-Breathing Morons?

It's been said that the current advertising bandwagon for making emotional brand campaigns treats consumers like mouth-breathing morons, incapable of logic or reason, bereft of the ability to make a logical decision, whilst agencies and advertisers dangle shiny trinkets in front of them. Well, I think this new campaign for biscuits puts that idea to rest, once and for all. And, best of all, it's impossible for other brands to copy.