While watching this year’s Tour de France, I noticed at least two advertisers, Michelob Ultra and Land Rover, using touch gestures as a central theme of their commercials.



It makes sense that companies would feature touch in their advertising since it’s novel and trendy — advertisers are always interested in that. But another important aspect of touch is that it conveys a strong sense of control. The commercials imply that by using their product, you can bend the world to your will with a simple tap, flick or zoom. It cuts to the heart of what makes touch UIs so appealing — the power to reach out and directly manipulate your world (even if it’s only the one on your screen).