To put it very briefly, hipsterism is mostly about doing things that are "different" or "counter-culture" (the irony being that hipsters tend to all do the same things) and being pretentious about it.

It is one thing to listen to Band A because you like their music; it is another to listen to them because they're "underground" and not "mainstream." Capiche?

Also, the beginning of the commercial kind of reminded me of those old VW ads, actually.