Think print is dead? Think again.
Heads of Europe's top brands appear to have proven that there is plenty of life left in print newspapers.
A viral featuring senior executives from Coca Cola, BNP Paribas and Telenet suggests that the printed word is far more compelling than dynamic content in the real world.
The three bosses, all finalists for Belgium's 2012 Advertiser Personality of the Year, are treated to a chauffeur for a day, and given a newspaper to read while being ferried between meetings.
All are admittedly some of the biggest advertisers in Belgium newspapers.
But such is the power of the printed word, it seems, not even a burning man, a bear driving a pimped convertible and a spaceman crossing the road can break the paper's hold on their concentration.
Not even when the chauffeur stops to remove his trousers, returning to the driver's seat in his pants. Sigrid Van Den Houte of Telenet, the eventual winner of the 2012 award, seems particularly delighted by this when finally noticing at journey's end.
“To catch people's attention and hold onto it? That's what newspaper's do,” is the last word from the firm behind the viral. It was conceived by communications agency David Guillaume Modem for Belgium's national newspapers umbrella marketing platform, Newspaperswork.
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