Extreme Guerrilla Marketing: The Human Jukebox



Fredrik Hjelmquist gutPOD

Fredrik Hjelmquist, owner of the Pause audio equipment store in Stockholm, is probably one of the most extreme guerrilla marketers out there. His love for custom sound systems influenced him to participate in a very interesting stunt campaign. Hjelmquist reportedly ingested a custom-designed ‘gutPOD’ wireless receiver, which transformed his abdomen into a walking human jukebox.

Upon swallowing the ‘gutPOD’, he begins broadcasting live music streams selected by users on his website. This stunt gained a lot of media coverage on the local and international level.

The Pause ‘GutPod’ contains an external transmitter that is connected to a computer with streaming music-service Spotify. Upon playback, the music is broadcasted via the FM-band to the receiver in Fredrik’s stomach. The receiver then pushes the sound through the amplifier, boosting the output through the tiny speaker inside the gutPod.

The entire sound system is powered by six tiny hearing aid-batteries running off a zinc and air mixture, delivering 1.4 volts each and a total of 90 milliamps. The batteries are packed in two layers and connected in series, delivering a total of 8.4 volts.

Find out more information regarding this stunt by visiting

Advertising Agency: Åkestam Holst, Sweden
Creative Director: Andreas Ullenius
Art Director: Petra Albrektson
Copywriter: Joakim Labraaten
Account Director: Henrik Adenskog
Account Manager: Anna Nolendorfs
Graphic Designer: Oscar Gardö
Art Director / Assistant Graphic Designer: Torbjörn Krantz
Motion Designer: Nisse Axman
Assistant Art Director: Kristoffer Larberg
Web Production: Magnus Svensson, David Wahlgren
Photographer: Philip Karlberg
Public Relations: Claes Delin / 88 Grader
Advertiser’s Supervisor: Fredrik Hjelmquist / Pause

Written by Ryan Lum

Ryan Lum is the founder and editor of Creative Guerrilla Marketing. He is passionate about creative marketing, social media and design. Connect with him on LinkedIn,Twitter or Google+


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