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To quote a popular Primetime segment, "What would you do?"

Only in this case, the people asking aren't the folks at ABC News, it's the ad men behind a viral video mixing real people with a fake elevator "murder in progress" to promote the upcoming crime thriller Dead Man Down, starring Colin Farrell and Noomi Rapace.

So far, the "experiment" has racked up over 1.3 million views. It features two grungy-looking male actors, one of whom pretends to choke the other in an elevator while a hidden camera captures various bystanders' reactions.

No word exactly what at all this has to do with Dead Man Down other than there's a murder and revenge plot at the center of the movie, which hits theaters on Friday.

What do you think? Does the spot go too far?