The Most Terrifying Unboxing You'll Ever See

We’ve all seen the typical “unboxing” video format—but this one is unlike any you’ve experienced before. In a distressing PSA for States United to Prevent Gun Violence, agency Grey New York shows an 8-year-old named Cayden unboxing and handling his parents’ unsecured, loaded handgun. The nerve-racking video aims to highlight the danger of improperly storing firearms in the home, a practice that has resulted in child deaths.

Watch the ad here—but a word of warning: Some readers may find the video very unsettling.

The first two days of our virtual event, Outlook 2021: The Year Ahead in Marketing Media, have been filled with energizing and informative insights from some of the industry’s top minds. We still have one more day left today [and you can RSVP for free here], but if you missed our programming from the past two days, check out these key highlights:

Editor Insights:

Adweek’s editors have brought their expert insights to the table during this event, with Inside the Brand director Heide Palermo explaining how CMOs are planning for the future and plotting out spend:

Convergent TV editor Jason Lynch also presented a thorough overview of TV and streaming: Predictably, streaming will continue to transform linear TV, with what would have been top-shelf cable programming shifting more to streaming, and total TV advertising on the rise.

For unlimited access to our editors' work, take advantage of the latest offer for an Adweek+ subscription.

Although some long standing advertisers have elected to skip the Big Game this year, CBS is doing just fine in terms of ad sales for Super Bowl LV, with ViacomCBS saying the game is “virtually sold out.” Those wanting to get in on the game need not fear, though: The company is open to finding ways to accommodate last-minute offers. Find out what’s still available.

Brands continued to announce new Super Bowl ads and release teasers yesterday:

With her appointment as CEO of Walgreens Boots Alliance, Rosalind Brewer will become the only Black woman who is head of a Fortune 500 company. Brewer, who is no stranger to executive leadership, most recently serving as COO and president of Starbucks, expressed the criticality of working in a healthcare-related field. Learn more about her and the appointment here. 

Also in job moves: Grazia USA Names Jillian Maxwell Chief Revenue Officer

More of the Latest:

Working with Dyslexia Canada, Dentsumcgarrybowen created a website and a children’s book series that reflect what it’s like to live with dyslexia. The website, called “It’s Hard to Read,” features words arranged in confusing and moving shapes, and the faux children’s book series features more complex titles like “The Diminutive Crimson-Clad Maiden” instead of “Little Red Riding Hood,” demonstrating that dyslexia makes reading more challenging.

Join Adweek for the 2021 Challenger Brands Summit, a Brandweek virtual experience on Feb. 22-25 for four days of Main Stage insights, Breakout sessions, marketer-led Masterclasses, virtual networking experiences and more.

Register now and learn from top challenger, incumbent and legacy brands such as Hello Products, Prose, Pearle Vision, Burger King, Roblox, WHOOP, House of Harlow, iRobot, Once Upon a Farm, Bombas and many, many more. Don't wait — prices increase on 2/9.

The sweet-and-savory flavor is the latest marketing stunt from a brand thriving in lockdown.

Move continues CEO Jeff Bezos' 2019 challenge to other retailers.

82 million households watched the period drama in its first four weeks.

Reimagined event tasks partners with developing content that resonates with remote audiences.

88% of Democrats believe 'heated or aggressive content' from elected officials should be removed.

It still received a grade of D in the Online Holocaust Denial Report Card from the Anti-Defamation League.