From this article:
With mobile phones becoming the number one killer on roads around the world, Volkswagen have stepped up to the plate in China, with these stunts at Cinema’s in Beijing.
A driving ad starts on screen, an endless, straight, slightly boring road appears for the driver… Until the crucial moment, when a close-range mobile broadcasting device pushes an SMS message to all phones in the cinema, at the same time, a huge crash happens on screen. Followed by the safety message. And while the case video looks a little over the top, it’s a great stunt by Ogilvy Beijing.