Spin Master has launched a new campaign just in time for Black Friday that celebrates the unboxing video. In this particular case, however, the unboxing goes horribly, horribly wrong.
The video, created for Spin Master by Toronto-based Proximity and housed on YouTube, promotes the Toronto-based toy company’s Appfinity App Drive toy, a product that turns users’ smartphones into a mobile racing experience. Targeting kids and “the kid at heart,” it aims to build awareness leading into the holiday shopping season, playing off of the plethora of videos that populate the internet at this time of year in which people eagerly unbox shiny new products to display their components.
The star of the video is Ben who, once the unboxing is done, gets a little bit more than he bargained for. He finds the race experience is much more real than he could have ever imagined, discovering firsthand what a race car goes through when it gets up close and personal with a wall.
Josh Stein, creative director at Proximity, said the overarching objective in developing the video was to create something unique that would stand out and appeal to the various age groups.
“Our job is to support our clients and make sure that they have a successful Christmas season and really, from a strategic perspective, it’s about who we’re talking to, where we can capture their attention and how we can break through,” said Stein. “The majority of the products that Spin Master produces transcend a number of targets so there’s always a new challenge with these guys and that’s what makes it so fun.”
While Ben’s unboxing video will be the only piece of creative to carry App Drive through the holiday season, Stein said that Proximity is currently working to support Spin Master on a number of initiatives, and there will be more pieces launching between now and the holidays featuring other Spin Master brands.
