(from They Blinked)

It was a sunny Saturday, and the eager shoppers flooded the grassy plain in Letnany, making their way at a gallop toward the store. Except that there was no store. Instead, the shoppers came upon an 8-meter-high (26-foot) by 80-meter-wide scaffolding covered by a banner bearing the logo of the nonexistent hypermarket. The fabric billowed slightly in the wind.

When informed that there was no real hypermarket as promised in the ads, some people laughed; others shook their fists.

And that was the point: How would people react in the moment that their expectations, built up by advertising, collided with reality?

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