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This week, many people sent me the teaser trailer for The Peak, in which a nameless creator screen-records their big-name magician friends’ reactions to an unknown “industry first” magic prop. In doing so, the nameless creator sorta maybe accidentally/intentionally makes the big-name magicians the only public representatives for the product — a product they’ve never seen in real life.
The teaser gave off weird vibes… made even weirder when the full trailer dropped (no live performance, by the way), which reveals the product’s method is something not at all new but an old principle built into yet another wallet (I can instantly name three peek wallets to utilise the same method). Everyday magic buyers excited by the original teaser are now a little upset.
It’s a shame because it seems like a well-executed product, though it’s now discontinued by magic shops like PropDog and All Things Magic. Looking back, the teaser reminds me of this Archie Manners vid pranking Julius Dein. It’s really, really hard to produce and release a magic product. I commend their efforts but wish the marketing was handled differently. How frustrating all around.
I’ll write about the bizarreness of magic marketing this week, so stay tuned. I’ve also been thinking about posting a 500-word article every weekday in September — so do reach out with topics you’d like to see covered.
I feel a sudden need to insist I am not the nameless magician (I promise), though that would be quite the Olivia Wilde-worthy plot twist.
— Rory
Hate to be that guy, but it's a _peek_ wallet. This one is being branded as the best, the _peak_ of all _peek_ wallets. (I assume!)
But the product is a peek wallet with two e's.
I feel that Lux was marketed this way. I fell for the hype and was severely disappointed in the quality of the product.