In Samsung's latest spot promoting its Samsung Gear VR headset, you don't get to see anything in virtual reality.
Instead, all you see is people wearing the headsets, sitting on a stool in the middle of a room, and their visceral reactions to the technology; screaming, laughing, punching the air, almost falling off the stool.
It's a fresh approach to promoting the tech, focusing on the reactions it elicits, versus focusing on an experience that we, the viewers, won't actually be able to enjoy ourselves until we put the headsets on ourselves.
The ad, created by Preacher and directed by Smuggler's Henry-Alex Rubin, is running on U.S. TV and online, having aired three times during the Emmys. We're told the people who took part thought they were there for a casting call, not being filmed for a spot.