KLM changes business class forever

As a result, it sent Matt Chapman to Schiphol Airport in Amsterdam to examine people's reactions when he gets too close.

The results are predictable – with passengers uncomfortable at any sort of unnecessary physical contract with strangers.

The exchanges between Chapman and passengers get more and more awkward as Chapman really pushes the boundaries of what is socially acceptable.

Amidst all this personal space invasion, there is a message – that being the introduction of an “empty seat” to KLM's European business class filghts.

With this campaign, KLM have successfully managed to examine the human psyche and sell an enticing commodity – surely a rarity?