Distracted cinema audiences

Volkswagen recently brought out a ground-breaking new road safety advertising campaign in Hong Kong.
Cinema patrons received a "location-based text message" part-way through an otherwise innocuous car ad, and, while the cinema-goers were checking their phones (and a huge number of them did), the car on the screen crashes, giving everyone a poignant reminder of the dangers of distracted driving. The shocked and confused audience reaction was all recorded for our benefit.
The video of the ad has gone viral, but if you haven't seen it, you can catch it here.