A friend of mine recently told me she’d been on 12 Zoom calls that day. Actually, I was the 13th. Screen breaks have become rare and “Zoom fatigue” – or at the very least, Zoom boredom – is a reality. Beer brand Coors Light and its agency Leo Burnett Chicago decided people needed some refreshment. So they created the Clone Machine, an application that records you nodding, smiling and taking notes for several minutes. When your next meeting comes along, just activate the recording and head for the fridge. Then all you have to do is hope one of your colleagues doesn’t ask you a question. Mind you, they’re probably a clone too. Rather than a practical device, the Clone Machine was a funny insight that generated plenty of media attention. And no doubt inspired more than a few employees to reach for a cold one.