The internet phenomenon 'humblebragging' has spread as social media continues to influence our lives. We conceal our efforts to show off by undercutting it with self-pity and the result is both hilarious, adorable and human. And it is fine to be excited about your new flat screen TV. Also to the extent where you want to show it to the whole world, says Bang & Olufsen. We all know the guy, who solemnly shows how he broke his favorite running shoes, while incidentally completing the NYC marathon in 3:05. Or the disheartened person who presents how inconvenient their convertible comes into play on a rainy autumn day. This isn’t coincidence, but rather ’humblebragging’, as the term coined
Agency:Â Robert/Boisen & LikeMinded
With special thanks to: Søren Christensen, Heinrich Vejlgaard, René Kammersgaard & Gitte Andersen.
Strategist: Søren Christensen
Creative Director: Heinrich Vejlgaard
Art Director: René Kammersgaard
Account Manager: Gitte Andersen
Production company:Â Gobsmack Productions
Director: Christian Eaglecastle

Producer: Filippa Borg von Bülow

Photo: Snorre Ruhe

Editor: 
Aleksander HørupÂ
Grade: 
Sofie Borup
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