Vodacom TV on Demand is a product that let's you watch movies directly on your cellphone. Perhaps it's most impressive feature is the ability to pause the movie if you get a call. And where better to demonstrate the benefit of pausing movies, than at a cinema? We chose 3 biggest films of that season: Hangover 2, Hanna and Pirates of the Caribbean and bought the media space immediately before each movie started. What would play were our recreations of the firest few minutes of each film, each one designed to trick the audience into thinking their movie had begun. As the movied played an audience member's cellphone would ring, and the movie would pause. The audience member would then stand up and continue their cellphone conversation, upon finishing it, the movie would unpause and a title would appear, "Pause movies on your phone anytime you like with Vodacom TV on Demand.