What do you think about these augmented reality ads?

From Mashable
...Angels fell to earth, in augmented reality at least, in a recent campaign for Lynx in London.
On March 5, the Unilever-owned brand (known as Axe in the U.S.), put signs in the Victoria railway station telling travelers to look up to a giant video screen. On the screen, they saw an image of themselves plus the angels, who are featured in both the English and U.S. ad campaigns. As this video shows, the reactions ranged from surprised to somewhat lewd.
http://mashable.com/2011/03/17/unilevers-angels-ar
 Game from Nestle serial box
http://mashable.com/2011/03/24/cereal-box-ar/