01:43 in the clip.
Looks very good though,Some of our plugs are way too bulky. :/
Most UK plugs that don't have anything extra (IE adaptors) are about the same size.
It's the adaptors that are bulky, and that's usually because it's cheaper to bung the voltage conversion unit into the plug body, it saves on some wiring, and having a separate box for the transformer etc.
Personally I've never had an issue with a standard UK plug, and would much rather we kept them than this folding plug, which will not be as strong.
I can see the folding plug having a place, but mainly as the end connector for a mains adaptor (which will still be bulkier than even a normal plug).