• by Amy Corr  @MediaPostOTL, June 23, 2014

Even popcorn kernels need to let loose. Pop Secret invented the MicroRave, coinciding with EDC, an electronic dance music (EDM) festival. A MicroRave is a hip place (a spray-painted microwave with a disco ball and strobe lights) where the cool kernels pop to techno music. The MicroRave is located in an abandoned building at an undisclosed location, so the kernels that find the MicroRave are in for an epic night filled with techno music, strobe lights, a spinning hot plate and popped kernels. Like all trendy, underground scenes, there's a line of kernels waiting to experience the MicroRave. See it here. There's also an extended version that clocks in at 20 minutes long. It's a lot of kernels being popped. In reality, it looks like the 60-second ad on a loop but I didn't come close to watching all 20 minutes, so I'm going out on a limb here. Watch the extended version here. Deutsch LA created the campaign.