Weird LG viral marketing piece

Spotted this on Gizmodo recently:

I don’t know if this is targeting a specific audience demographic such as Asian (as in living in an Asian country) males between 17 and 26 years old. There may well be cultural subtleties and memes I am wholly unaware of.

Here’s what strikes me when I look at the piece:

• A lot of the earlier focus is on the laptop. But this is not really about the laptop.
• The laptop screen is pretty much static, despite the tapping on the keyboard and flickig of the mouse. This just looks weird.
• The rough striking of the lighter against the screen of the mobile makes me cringe. I think they are trying to convey a masculine, devil-may-care attitude…
• Actually setting the mobile alight is interesting. It immediately brings to mind recent memories of Chinese street vendors (in China) using lighters to demonstrate the genuineness of leather goods. Don’t ask, I don’t get how fire resistance = genuine leather either.
• I think they are trying for a artsy, somewhat-surreal, rough-and-tough look and feel. To me this just looks like a random video of an impatient (but dexterous) person bored at his desk.

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