The recent release of Case Mate’s controversial 'Steel Wool Hands' promotional viral video has the world wide web in a frenzy. While most netfolk appreciate its edgy humor, some ad professionals may think differently.
The spot shows a young man waking up with literal steel wool hands. He encounters many hardships throughout his morning as he tries to function normally with steel wool for hands.
He struggles to make breakfast, gets dressed, and even loses an appendage in the shower. The climax of the video is when he attempts to call 911 on his iPhone and scratches it with his steel wool hands, thus tying into the importance of having a phone case by Case Mate.
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