South Africa, Feb. 25 -- Latest ads take a jab at current generation's obsession with celebs, stuff and Fomo.

I gave Gumtree's last TV ad an Orchid, because it brought a chuckle by portraying how amazingly long it would take for someone to go out and actually test drive all the cars available on the classified site.

It takes so long that the man of the house returns years later to find someone else in his place and his child not recognising him.

The latest ads are not quite so cynically funny but they do take what the ad agency, Ogilvy Cape Town, calls a "harmless jab" at the current generation's obsession with celebs, "stuff" and, most importantly, fomo (fear of missing out).

The vague, nagging feeling that there is a hole in your li...