United States Postal Service: The Rewind by MRM//McCann

Whether they’re unveiling the latest tech, an assortment of cosmetics or some new toys, there’s something about watching people open up packages online that has struck a cultural nerve. There’s no question that unboxing videos are definitely a major trend — they routinely take up the top 10 spots on YouTube watch lists, and have the highest views during the holiday season. But what comes before the unboxing? The box. And what comes before the box? The act of giving.

That’s the idea behind 'Boxing Before Unboxing,' a new YouTube campaign by MRM//McCann for the United States Postal Service. Designed to disrupt the unboxing genre while highlighting the USPS Priority Mail boxes for the holiday shipping season, the 15-second video shows an unboxing video in quick rewind. You see all of the action in reverse until the very beginning, where all that was unboxed ends up boxed inside a USPS Priority Mail box. It is a simple and surprising reminder to viewers that they can count on USPS for giving and receiving during the holidays. “Boxing Before Unboxing” will play as pre-roll before existing unboxing videos, creative placement that leverages the cultural equity of the unboxing trend.