Press button for relevant experiential

I saw this over the holidays and instantly loved it. It's been a huge hit on YouTube too (20 million views in 5 days), which is, of course, the real point of these things.

There's much to praise - the simple but effective use of the button device, the slick choreography, and the reactions of the unknowing (?) participants. But the most important thing is how they kept it simple and, even more importantly, relevant.

It's a TV channel - so show customers the drama; simple as that. So much better than hidden camera stunts like T-Mobile's execrable traffic wardens stunt, which had only the most contrived, tortuous link to the product.

Produced by Duval Guillaume Modem, an Antwerp agency who know a thing or two about stunts.