Back in my university days, my creative writing tutors were always keep to hammer home the message of “show, don’t tell”. Rather than explaining everything for the reader and holding their hand the entire way, they taught us, it’s better to simply present your fictional world, characters and dialogue and let the reader experience them firsthand.

Though the end goal maybe slightly different, the same principle can be applied to advertising. Living in a world where we as consumers are constantly being told that product X is better than product Y, or assured that the purchase of item Z will somehow enrich our lives, it’s genuinely refreshing to see a company dispense with words and simply show us that the thing they’re selling works. Like this chap from South Korea who went decidedly hands-on with a window-locking system his company makes to prove its durability and efficiency…

This video from South Korean company ST System has reportedly been making waves recently due to its presenter’s rather enthusiastic approach to product testing. Demonstrating a lock system made by his company, this gentlemen attempts to open a double-paned window with the kind of force that a thief (who presumably isn’t concerned about making a bit of a racket) might use to break in.

Things start getting turbulent from around the 0:40 mark.

Yup, we’d say that’s a pretty decent lock! It certainly more effective that these things, anyway. Perhaps it might have been a good idea for this man to demonstrate the lock on a slightly sturdier window, though, least not for the sake of his assistant’s fingers…

▼This man’s still-attached digits confirm that the lock works!

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Source/images YouTube – Ha Kim h/t Kotaku US