Filmstaden gets a reaction

If you sat in a darkened room with someone who proceeded to laugh, scream and cry at different intervals, you might rightly get a bit worried. 

However, put them in a cinema and it's called a great audience!

Taking the funny truism that emotional responses that fit one setting might not fit another, and playing them out in two cheeky spots, NORD DDB's new campaign for Swedish cinema operator Filmstaden turns the camera on the 'audience' on a Bus and Elevator.

Capturing the gag with perfect simplicity, Giants & Toys director Gustav Egerstedt leans into the absurdity, noting: "“If someone bursts out laughing uncontrollably on the street, you maybe worry about them. In a cinema, you join in. That difference is what we wanted to capture.”