, we asked Rate the Adsters to consider a video riddle from Samsung on YouTube. London-based The Viral Factory posted a video that asks YouTube viewers how filmmakers make a camera phone disappear without edits or effects. When it comes to unmasking magic, it turns out most of you spotted the ruse. (Spoiler Alert: When the man stands in front of what looks like a mirror and swipes his hand in front of the phone, he's actually not in front of a mirror, but another man mimicking his actions.) And when it comes to the creative, there was resounding applause for the tactic and execution.
Echoing Rate the Ad's genuine whodunit excitement, commenter "ltjohnson" says, "I like this because it's transparent about being a challenge from Samsung. It doesn't pretend to be a grassroots phenomenon. It's a genuinely interesting riddle. And the medium fits the message brilliantly, especially now that YouTube has HD videos."