Sony PS4 Unboxing Video Is Needlessly Dramatic (VIDEO)

The phenomenon of the 'unboxing' video is a feature of modern life which we could really do without.

That said, when they're this well produced - and feature an executive willing to basically pretend to be a ninja to sell his latest device - we'll let them off.

Sony's new official PS4 unboxing ticks all of those, well, boxes.

Take a look above - and get excited, we're just about two weeks away from the UK launch. Whereupon you'll probably act a bit more like the over-excited gamer, also unboxing a PS4, below...