"The people appearing in the video are stunt people -- except for the onlookers and the person who pushed the button. The dramatic reactions by the "real" townsfolk is what the ad agency wanted to promote the cable channel.
"People are too flabbergasted to react or to run away or intervene," said Marc Wellens, partner at Duval Guillaume.
The ad agency ending up shooting the scene multiple times.
"We did it like 11 times. So there are 11 people pushing the button, and from the best reactions we made a compilation," said Wellens."