A video posted by Newspaperswork, a Belgian print marketing platform, is a humorous and interesting take on the power of print to engage its readers.

In it, they provided three ad execs from leading companies with personal chauffeurs for the day so they could focus on reading the paper during their commute. Unbeknownst to the execs, Newspaperswork planned for some interesting, funny and ridiculous things to happen along the way - things that would normally catch your attention.

Bears driving cars, a man on fire, golfers in the medians … the inanity was on full blast just beyond the window of the car. However, in each case, the ad exec had their eyes buried in their newspaper and never noticed any of the antics going on around them.

A funny spin on the engagement of print, but it comes with truth as well. This is just another example of why print is far from dead, because readers are highly engaged with print products while reading.

With Layar’s interactive print technology, print engagement can reach even higher rates. One YouTube commenter sarcastically notes, “I wonder why they didn’t post this video in a newspaper but on the internet.” Well, with Layar, they could have done just that.