newspaper's dead, long live newspaper
We've all heard it before. Print is dead (especially newspaper), the internet is where it's at, blah, blah. Well, the more we all say it, the less advertisers want to spend there money there, and the quicker it will become a self fulfilling prophecy.
So, Belgium agency, Duval Guillaume, wanted to prove this was wrong, and that newspapers still do very much captivate their audience. To do this, they gave their top three advertisers a free ride in a chauffeured car, handed them a newspaper and then proceeded to do that most ridiculous things all around them for their entire drive to try to distract them.
Not one of them took their eyes of the paper for a minute.