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This Interactive Billboard (Purposefully) Made Everyone Yawn

A clever interactive digital billboard in a Sao Paolo subway station sneakily leveraged the power of the yawn to hawk a coffee brand.

Using motion sensors, the ad would show a person yawning whenever anyone walked by–oftentimes causing the passersby to yawn as well. It was then followed by a sign touting coffee brand Café Pelé and then the appearance of people handing out actual coffee samples.

The campaign comes from Lew’Lara\TBWA. Watch it in action below. (via Adweek)