Mobile giant T-Mobile has had a fair amount of success over the years with organising flash mobs around London, using the footage for its TV ad campaigns.
So it was only a matter of time before one was unleashed on unsuspecting passengers at a major airport.
The stunt took place this morning at London Heathrow's Terminal 5, (disappointingly!) with the permission of British Airways and the airport authorities, but with very few others in on the act.
httpv://www.youtube.com/watch?v=qgQBCh4XdxE
The interesting thing about flash mobs is that from a social media perspective they're almost guaranteed to get passed around different social networks, such is the rather quirky idea behind the concept.
But being run by a big corporate like T-Mobile perhaps takes the edge off somewhat?
UPDATE: Tnooz was asked to remove the original video 28 October as the ad agency behind it, M&C Saatchi, found out that someone featured in the footage wasn't particularly happy to be included. Oopsie.
NB: Thanks to BA for giving Tnooz the clip ahead of its first airing on UK television later this week.