Hasta La Creative!

The trend toward branded out-of-home machines that actively hate humans might have reached its apex with this stunt by PlayStation, which shocked commuters in Antwerp's Central Station by, uh, literally shocking them.

To promote the PS4 game Infamous: Second Son, a mysterious booth was set up in the lobby. People were goaded to stick their fingers in two holes in the front. Those who did got an electric shock. If they could endure it for five seconds (like that one guy at the end, who is eerily nonchalant about it), they were rewarded with a free copy of the game—whose hero apparently has some kind of electricity superpower.

I wonder if the creatives behind this ad were Mr. Show fans, because the execution here isn't unlike a G-rated version of The Joke: The Musical.