Enshittification Has a New Mascot, and He’s Teaming Up With Death in a Hilarious Ad Campaign

A new "anti-enshittification" ad campaign has emerged, featuring a grim duo: Death and the Enshittificator. The duo's collaboration aims to expose the detrimental effects of enshittification, a process where companies intentionally degrade digital products and services to maximize profits. Death, dressed in black, and the Enshittificator, a bearded Nordic man, appear in a YouTube video released in September, showcasing how companies prioritize short-term gains over long-term value.

In the video, the Enshittificator explains that his role involves making things "shitty," while Death chimes in, noting that products with longer lifespans generate revenue only once. The duo then sets out to make TVs, toothbrushes, smartphone storage, and even cars worse by hiding features behind paywalls, reducing quality, and issuing frequent updates. They also highlight how digital services slowly degrade over time, like Google Photos' recent shift to paid storage.

The campaign, part of the Norwegian Consumer Council's Breaking Free initiative, uses dark humor to illustrate the impact of enshittification on everyday life. It points out the rise in prices and decline in reliability while emphasizing the role of shady advertising tactics and evasion of consumer protection rights. Cory Doctorow, the creator of the term "enshittification," has collaborated with the Norwegian Consumer Council to launch the series, which he finds effective in directing consumer anger.

The ad campaign exposes the flaws of various companies, including Apple, which agreed to a $500 million settlement for slowing down older iPhone models through software updates. Powerful tech companies have also lobbied against right-to-repair laws, making it difficult for customers to fix their devices. The videos also satirize the subscription-based model, where basic functionalities are sold as add-ons, as seen in BMW's heated seat feature and Hyundai's BlueLink and Kia Connect remote start.

While the enshittification process might seem bleak, the ad campaign highlights the importance of investing in better, safer, and longer-lasting products. By focusing on consumers' well-being, companies could improve their offerings and create a more sustainable future.