watch it: Orange “Phone Guards” multiplex ad

Sure, you think this “Orange Phone Guard” ad that plays in U.K. cinemas as a way to remind you to turn off your mobile phones is a joke. But in fact, part of this — the bagging and tagging — is what critics often deal with at press screenings.

(For those not in the know, Orange is is a mobile service provider in the U.K. So these videos serve both as “turn off your phone” reminders as well as ads for Orange.)