Nestle Fitness has created boob-cam - a hidden camera bra that catches out all the guys and gals who check out this woman's boobs as she goes about London life.
But the aim of the game isn't to shame the people that ogle, but to prove a point about women's health. It was developed by McCann Paris.
Last year, Nestle brought us the tweeting bra.
Watch the ad, and the full story about the message behind it. We particularly like the guy with the beard.
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