Interesting activation idea by Nivea and Advertising Agency: Felix & Lamberti, Hamburg. To launch the new Stress Protect Deo, NIVEA put passengers at the airport in an unexpected and stressful situation: They were framed at random and in real time to be a suspect of a crime. Just as the people began to really freak out after seeing their picture in a paper, having their name read out over the PA, and even seeing themselves in the TV news, Nivea people dressed as security guards give them a package containing the new NIVEA Stress Protect Deodorant.
I really like it, but can imagine brands will have to be really careful to not cross the line, I know a big car brand that got sued in the states and had to pull an ad similar to this about 4 years ago.