Cena's stunt is a ripoff of the PR stunt Chrysler did, circa 1994, when they unveiled the Jeep Grand Cherokee at the Detroit Auto Show at Cobo Hall. While all the stupefied "journos" stood around by the front of the auditorium, awaiting Jeep to begin its press conference, Lutz and Casting and someone else from Chrysler management drove the GC off of the street, busted through the candy-glass (very well kept secret...no word leaked out ahead of time!) and shocked the sh!t out of everyone.
That was a true "breakthrough."