When driving, keep your eyes on the road. Volkswagen emphasises this message with a different approach: attention-awe-shock-reflect
While waiting for the film to start, a message is sent using the location-based broadcasters to the audience. Naturally, they took their phones out. While reading the message, they were startled by what they heard, followed by a dead silence.
A powerful message that must have left a deep impression on these unsuspecting viewers, especially the drivers who drove on that particular day.