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Jaguar's "Actual Reality" prank from a few months ago just won big at Cannes, taking home four Lions (a gold, two silvers and a bronze). It also would have probably given me a heart attack if I'd participated.
A team of sadists at Y&R New Zealand set up a fake VR experience at the Big Boys' Toys Expo. They put a wonky VR helmet on people's heads and, while they watched a simulation video, actually drove them through a stunt course in a Jaguar.