Asus’ Zenfone Max claims to last 38 days on a single charge. Partnering with Superheroes (the agency “saving the world from boring advertising”) they decided to pit a low-battery phone against notorious speed rapper Mac Lethal for a series of hidden camera branded content pieces. Filming genuine reactions of people overhearing his impossibly fast low-battery conversations and hashtagged #NoNeedToRush, one of the videos received a combined 10.7M views, 169K Likes and 47K Shares in less than two weeks. That particular stunt was filmed in a supermarket in Rotterdam, shot with a hidden camera to capture real-time reactions of unsuspecting shoppers.

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