Carlsburg Beer's Belgian ad agency filled a movie theater in Brussels with a bunch of burly tattooed outlaw biker-types. Except for two seats right in the middle. Those were left open for supposedly unsuspecting "innocent couples" to occupy if they dared. Couples who sat got cheers and a Carlsburg for their bravery. Those who bailed? Well, they got what they deserved for signing the release forms.
via Creative Review