Newspaperswork: 6 things you can miss while reading a newspaper / stunt

For the client Newspaperswork, the marketing platform for all Belgian newspaper publishers, Duval Guillaume Belgium created a little stunt that, which like their red light district stunt, and the dramatic surprise in a quiet town square, this might play better for us viral viewers.
Three top advertisers got a free chauffeur-driven ride to read their newspaper while going to work. They were so deeply involved in their newspapers that they missed out on a running man on fire, people playing golf in the street, a bear driving a cab and other things ... eventually discovering that their chauffeur didn't even have pants on. This plays more like a candid camera joke than an ad, but the point is made, people are a captive audience when reading the newspaper. Still. So maybe advertise in them?