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".
