Belgians press red button and heart-pounding drama unfolds

TNT knows how to add drama. To promote its upcoming launch in Belgium, the TV channel installed a conspicuous red game-show-style button in the square of a small Belgian town next to a sign that read “Push to add drama.” Several curious townsfolk observe the button, but when a few brave souls finally dare to push it, all choreographed hell breaks loose. An ambulance siren immediately wails, setting off a chain reaction that features everything from fistfights and lingerie-clad women riding motorcycles to a police shootout and a squad of American football players. Onlookers are clearly stunned by the impressively synced display that @SocialOgilvy calls “guerilla marketing at its most compelling.”