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Unboxing videos are generally upbeat and charming clips in which children (or young-at-heart adults) open up a new product and explore all its packaging and features.
But agency Grey New York takes the format a much darker place with a PSA called “Best Unbox Ever With Cayden,” in which a fictional 8-year-old unboxes his parents’ unsecured handgun. Cayden shows off every angle of the gun, placing his fingertip over the muzzle and even toying with the trigger.
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