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Volkswagen ad encourages movie patrons to look at their phones

An ad by Volkswagen actually encourages moviegoers to look at their phones, in order to prove a sobering point.

At the MCL Cinema in Hong Kong, the Volkswagen ad played prior to the movie, assisted by a location-based broadcaster.

The ad features the first-person perspective of someone — male or female is not really delineated — starting up a car, turning on the stereo and driving down a road.

After a few seconds into the commercial, the location-based broadcaster went off, alerting all cell phones that had not been turned off that a text message had arrived.

The majority of the movie theater reaches into their pockets or purses to check their phones.

I won’t spoil what happened next.

Do YOU think this is an impactful ad campaign?