Sky Deutschland is experimenting with adverts that can be directed directly into your brain - through the rumbling of a train window.
The broadcaster's new conceptual adverts transmit sound through the skulls of people leaning on train windows.
The vibrations directly interact with the bones in the inner ear, transmitting sound into the listener's brain.
According to the Telegraph, the result is an imploring message to download a TV app - and probably a very annoyed commuter just trying to get 20 winks.
Bone conduction tech is not new: it's already used in products such as Google's Glass wearable computer and various headphones designed for use when swimming,.
But using the tech as advertising is a novel idea. Described in a video for the Talking Window campaign by BBDO Germany, presented at the Festival of Creativity in Cannes, the idea is to make advertising more personal:
"Here we don’t rely on any given media channel. We create our own. Combining technology (silent vibrations translated by the brain into sound) with a true insight (bored commuters leaning their head against the window). Advertising that is only perceived by the target audience. This is how future advertising will look like - not just online, but even in ambient/outdoor."
We have a feeling the broadcaster might hear a different message if they take up the concept: stop.
Luckily BSkyB in the UK have no intention of launching a similar idea.