It seems as though in-your-face advertising is no longer enough; now ads are moving under our thumbs in their quest for grabbing our attention.
From sushi on escalator rails, to beer cans and watches on bus support rails, it seems ads are anywhere we are inclined to place our hands to steady ourselves while in motion. Advertising will now be there to catch us if we fall.
I think the watch advertisement, featuring the concept of "forcing" bus commuters to try it before they (hopefully) buy it, is a particularly clever idea though! Very impressed.