Watch: It's okay to do a bit of 'humblebragging', says Bang & Olufsen

It's fine to be so excited about your new flat-screen TV that you annoy all your friends by posting about it on social media, a new campaign from Danish firm Bang & Olufsen (B&O) says.

In a new film created by Robert/Boisen & LikeMinded, the consumer electronics firm shows a couple buying a new B&O BeoVision Horizon TV, and humblebragging like there's no tomorrow.

Soeren Schultz Hansen, an external lecturer at Copenhagen Business School, who has studied digital behaviour, said: "In the first wave, social media was about staging yourself in an extremely positive way. But we’ve all learned that it doesn’t work any longer – reality has in that sense caught up with our digital lives, and the time is now ripe to present a more nuanced image of who we are, an image more in sync with reality."

This is what leads to humblebragging, according to Hansen. Bang & Olufsen director of marketing Peter Svarre said the firm had created the campaign because they found the humblebragging tendency "adorable and very human".

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