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Unboxing
Sunday, 29 August 2010
Linked by Louise Jolly
tags: americas, clients & brands, emergence, technology
'Unboxing' is a viral marketing genre in which technology fans are shown taking products out of their packaging, commenting on each component as they go. There are thousands of 'unboxing' videos on youtube – all illustrating a strange cocktail of themes: the fetishism of unwrapping, the complex ethics of the gift, and the procured immediacy of the 'raw reaction'.
See how Sony makes Christmas happen for a cool Maria Sharapova.
4 September 2010 at 12:43 pm
Louise says:
It is totally banal – especially when she holds up the usb cable and says “and this is a usb cable”!
29 August 2010 at 6:08 pm
Malcolm Evans says:
I enjoyed the slow, studied banality of this: a) it’s the antidote to whizz, bang assertive & emphatic advertising language b) a celebrity seen not as an exotic superbeing but as a character in a reality TV show or a slightly older extra from an episode of an American teen series. Hand-held cameraman from Sony doubling as interviewer. Who’s filming him? All kind of low key, hand made and intriguing. I would like to see some unboxing of products targeting Baby Boomers – older people like Robert Redford and Tina Turner struggling to find their glasses, trying to open the box from the wrong side, expressing frustration, saying nothing works like it did in the old days.