Volkswagen has created a clever ad to highlight the dangers that a mobile phone poses for drivers, which has been viewed more than 13 million times on YouTube since launch on 6 June.
The interactive PSA (public service announcement) was filmed at the MCL Cinema in Hong Kong.
Hidden cameras show the audience watching a ‘movie’ which was in fact a driving simulation; everybody in the audience then receives a ‘location-based’ text message from someone behind the scenes, and the car crashes as they reach to answer their phone.
A message displayed on the screen said: "Mobile use is now the leading cause of death behind the wheel. A reminder to keep your eyes on the road."
While there appears to be some uncertainty as to whether the audience knew about the ad prior to filming, in just a matter of days it has gone viral and amassed more than 13 million YouTube views.