Cinema is full of hyped-up heroes and explosive action but Sonny and BBH teamed up with St John’s Ambulance to bring some real life drama to London filmgoers. In Popcorn, a cheesy pre-feature commercial goes horribly wrong until a resourceful audience member steps up to the mark.

[youtube=http://www.youtube.com/watch?v=YiJjkNN3z5M&feature=player_embedded]

Read an interview with director Jeff Labbé here on the Beak Street Blog.

(thanks Luce x)