The ordinary world we live in 2022 is perceived to be totally familiar and explored by the majority. However, there are certain elements of life that should not be taken for granted and instead, should be closely investigated, even though they appear to be deceptively obvious. In today’s fast-paced world where most content is digitalized, it was bound to happen that the innovations of new media would start to dominate and transform the world of advertising and everyday culture as well, through the global utilization of the Internet. We are never-endingly surrounded by advertisements, brands, influencers, and various types of commercials and remain unbothered by them because corporations have embedded themselves into our daily lives to such a profound level, throughout the 2010s. Although William Gibson’s 2003 novel, titled Pattern Recognition, voices how everyday life in the new millennium was altered because of advertising and the advancements of new media. It is one of the first literary pieces to fundamentally reveal what most people did not notice, especially in the early 2000s, regarding the changes. Gibson’s piece discovers the realms of advertising, marketing, consumption, and everyday culture and showcases that the blueprints of some of the most well-known Internet-based phenomena originate from the early 2000s. My thesis, with the help of Pattern Recognition, discovers the aforementioned falsely obvious everyday culture, the embeddedness of brands and advertising in our daily lives, and how consumption was transformed into a human need without recognition. Gibson’s work, through the protagonist, Cayce Pollard, showcased how the beginning of the new millennium is linked with the world Generation Z lives in 2022, by reflecting on how human behavior, attitudes and ways of thinking have been all manipulated and shaped by globally known brands as well as celebrities and influencers.