Hidden cameras are a hallmark of prankvertising - for capturing New Yorkers as they freak out over a robotic devil baby, or for making Brooklyn hipsters look ridiculous for mistaking Budweiser for a craft brew.
A new Indonesian spot for Danone water brand Aqua uses the candid camera treatment, but it's refreshingly simple and cynicism-free.
The ad, by Y&R Indonesia, filmed street scenes to see whether passers-by would return a dropped wallet or give up their seat for a pregnant woman -- and most people did.
In Indonesia, water is a symbol of generosity and purity; Aqua's new brand campaign taps into that by honoring ordinary people who do good. Another spot in the campaign, which can be viewed on Facebook, is about a mother in the city of Yogyakarta who organises free food for the needy. The slogan is "Bagaikan Air" -- "Be Like Water."