Unboxing videos are a pretty big deal these days, largely because they're seen as more "honest" than commercial brand videos, with real people unpacking their shiny new gadgets from their packaging and taking them for a spin.
But for the Galaxy S6 and Galaxy S6 edge, Samsung and ad agency McKinney did some pretty entertaining professional versions of the typically amateurish unboxing film.
The surprises are part of the fun, so we won't spoil the three videos below. Check them out:
It's a great way of messing with the form. And while the stunts and gags are certainly the high points, it's impressive how the videos actually get the product features across as well. Check out some behind-the-scenes photos from the campaign below.