Samsung’s latest advertising for its flagship smartphone, the Galaxy S4, is one of the best product-feature-tie-in-viral-videos to date. It emphasizes the new “Smart Pause” feature, one of several hands free and gesture-based control features built into the new device. The challenge: passers-by in the Zurich Main Station in Zurich, Switzerland had to stare at the device for an hour straight. The reward for doing so is that they get to keep the phone…but as they admit, they didn’t make it easy:

The ad explains that the phone “knows” when you’re watching it. Engadget notes the feature in a review of the S4: “The next ‘smart’ feature Samsung boasts on the GS4 is Smart Pause. The phone pauses the video or movie you’re watching any time your eyes look away from the screen.” Certainly, this video uses the new features in a fun way, but only time and real life use will determine whether the features are revolutionary, distracting or just plain creepy.

This is not the first video to feature a specialty kiosk (other examples from Coke Zero and an Australian snack company), but it does do a good job highlighting a specific capability of the product in an entertaining way - both for the original observers and the internet at large.