Internet Provider Brings Lag Into Real Life, Where It's Extra Annoying

Online lag is pretty frustrating in its own right. But Swedish Internet provider Ume.net recently took the experience to new heights (or maybe depths?) by simulating lagtime in real life.

The brand asked participants to wear an Oculus Rift virtual reality headset, which was rigged to create a lag ranging from a fraction of a second to 3 seconds. People wearing the headsets would then try to cook, play a game or take an exercise class while suffering through the disorientation of lag. The ad is split into two camera perspectives -- first-person and third-person.

Be sure to watch both to enjoy the full effect of the results, which are pretty hilarious, with highlights like a guy dumping batter all over a stove instead of into the pan.