It's pretty hard to get a reaction out of London commuters; we're too busy burying our heads in a newspaper, scrolling through our phones or generally avoiding eye contact.
So Pepsi Max achieved something of a milestone this week as they made the capital's commuters gasp in astonishment at their surreal "augmented reality" bus stop installation.
The stunt, created at a New Oxford Street bus stop for one day only, aimed to "give commuters an unbelievable moment in their day" by projecting a series of incredible scenarios onto a digitally enhanced screen.
The construction of the screen gave onlookers the impression that they were looking through a pane of glass to the world outside, when really they were seeing a digital display.
The screen used 3D digital technology to relay everything from hovering flying saucers to a marauding robot, an exploding rocket and a man gently floating down the side of a building on a bunch of balloons.
Needless to say, the response from those at the bus stop - captured on camera - was golden. Some jumped back in fright, others nervously laughed and still more gaped and tried to record the spectacle on their phones.
The resulting video quickly went viral, with more than 3.5million views on YouTube and 36,000 shares within days of it being posted.
See the unbelievable bus shelter in action, below: