a shock(ing) surprise
Oh stuntvertising, how we hate to love you. This latest one comes from Shock Top who literally shocked people by having their "Wedgeghead" mascot move and talk to people in real-time, right on the package and tap handle. Not sure how Anomaly Toronto did it, but it's very well executed, complete with strong comedic delivery. As AdFreak points out, some of these people could be staged, but some do look genuinely surprised!
More videos here.