To launch the high quality TV channel TNT in Belgium they placed a big red push button on an average Flemish square of an average Flemish town. A sign with the text “Push to add drama” invited people to use the button.
Characterised by a thirst for brain-sappingly strong beers and overwhelming appetites for frites mayonnaise and sweet waffles, how did the Belgians ever get a reputation for being boring?
Following the worldwide success of an action-packed viral set “somewhere in a little town in Belgium, on a square where nothing really happens”, that perception could be set to change. Possibly. Maybe in Luxembourg.
Titled ‘A Dramatic Surprise On A Quiet Square’, the short film released to promote the launch of a new TV channel has racked up over an enormous 3 million YouTube views in a day.
Viewers are introduced to a red button in a Flemish square with a dangling sign indicating that it should be pushed to “add drama”.