TNT Brings Drama to Belgium With Crazy Town-Square Stunt

Push the button, and all hell breaks loose

Here's another marketing stunt for the "Could never happen in America" file. To promote its launch in Belgium, the Turner-owned TNT network placed a big red button "on an average Flemish square of an average Flemish town," and goaded people to push it. When they did, the square suddenly erupted in chaos, as actors appeared out of nowhere and flung themselves into scenes ripped from medical and legal dramas (and melodramas). A guy on a stretcher falls out of an ambulance. A car chase culminates in a huge gun battle. In the U.S., of course, some confused bystander would have pulled out his own gun and blown away a good portion of the talent. At the end, a giant banner is unfurled on a building side that reads: "Your daily dose of drama. TNT," along with the network's tagline, "We know drama." And to think, in Boston, those silly magnetic lights from Adult Swim were all it took to call in the bomb squad. The whole police force would have responded to something like this. The agency for the TNT stunt, of course, was Duval Guillaume—the undisputed master of guerrilla agency tricks in Europe.

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