Yes, this is a commercial. And I still find it brilliant.

via A DRAMATIC SURPRISE ON A QUIET SQUARE – YouTube

To launch the high quality TV channel TNT in Belgium we placed a big red push button on an average Flemish square of an average Flemish town. A sign with the text “Push to add drama” invited people to use the button. And then we waited… Discover here what happened or visit http://www.tnt-tv.be for more info.

TNT. We know drama.