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A new ad for SoftBank Robotics America's personal companion robot has an eerie quality.

Perhaps it’s because we’re not used to seeing ads for humanoid robots but the 30-second spot has the air of a pastiche about it – like it belongs in an old Paul Verhoeven film. Of course, all this could be explained away by the fact that it’s a campaign for a Japanese tech brand that is aimed at the developer community, not general consumers. The work was created by Midnight Oil.