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Aarschot - where nothing happens?

Posted By derek on Jul 20, 2017 at 4:17AM

A Belgian video filmed “on a square where nothing really happens” has become a YouTube sensation. The film – created by the advertising agency Duval-Guillaume – shows local people puzzled by a striped post with a red button on top placed in the middle of a quiet square. An arrow points to the button with the instruction “Push to add drama.”

When one woman plucks up the courage to push the button, all hell breaks loose. An ambulance pulls up, a man on a stretcher falls out of the back and a woman in a red bikini flashes past on a motorbike. The two-minute clip builds up a frenzied pace like a Hollywood action film. “Your daily dose of drama,” reads the message at the end.
The film was created to promote the launch of the digital TV station TNT. It had, at the time of this posting, been downloaded more than 37 million times, and posted on three million Facebook pages, making it the second biggest advertising hit on YouTube. It has also been mentioned in the Financial Times, CNN and the Huffington Post.

So where is the square where nothing really happens? It turns out to be the main square in Aarschot, a small Flemish town east of Brussels where, at last, something exciting has happened.

About Derek Blyth

Derek Blyth is a writer and journalist who has lived in Brussels for more than 24 years. Formerly editor of the Brussels English-language weekly The Bulletin, he has written several books on the Low Countries, including Brussels for Pleasure and Flemish Cities Explored. He is co-founder of the discussion forum Café Europa and has contributed to The Guardian, the International Herald Tribune and Metropolitan magazine.

He likes to drink coffee at Workshop Café and buy wine at Mig’s. He cycles down the Rue de la Paix to buy croissants at Renard and drinks Poperings Homelbier at Les Brassins.He likes to claim that he knows the city better than anyone else. But it is probably not true.

However, if you’d like to follow Derek’s excellent blog or join one of his walking tours, subscribe to the My Secret Brussels newsletter <here> or of course, buy a copy of 500 Hidden Secrets of Brussels


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