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New Star Wars director J.J. Abrams found an ingenious way to get people to pay rapt attention to his appeal for UNICEF. How? By baiting his audience with a slow reveal of what the iconic X-wing fighters will look like in the upcoming Star Wars sequel.

So, stick around, listen to Abrams’ UNICEF appeal and try to not skip ahead towards the end for the final reveal of the new X-wing with blue trim. Watch the whole thing. Do it for UNICEF just as Abrams intended.

[AV Club]