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A man was so engrossed in whatever he was looking at on his phone that he completely an armed robbery going off in the bar he was drinking in.
I reckon he was probably working his way through his Tinder matches after knocking back a few too many.
The weird moment was caught on CCTV in a bar in Nova Serrana, in the Brazilian state of Minas Gerais.
In the clip a number of customers can be seen dropping to the floor or raising their hands as the man walks in waving a gun about.
But the man, who has been named locally as Jose Carlos de Almeida, is so interested in his phone that he misses the whole thing and carries on sitting there, scrolling.
The thief takes cash from the behind, all the while our man Jose continues to look at his phone. The thief casually walks out and then reportedly fled the scene on a motorbike.
The other customers remain on the floor after the man has left and the penny finally drops for Jose who looks around in shock.
He said: "I really didn't see anything. The music was loud, and I didn't realise the bar was being robbed. It's a good thing I didn't see because I don't know how I would've reacted.
"It's also good that the thief didn't steal my phone, it cost me 700 BRL (£147) or my motorbike which was just outside."
He told reporters he'd been using a messaging service at the time; it must have been going off in his group chat if he couldn't even tear himself away to hit the deck.
Beatriz Maria dos Santos Barbosa, who owns the bar, said the man shouted 'robbery' as he entered the bar, which is prompted (most of) the customers to drop to the floor.
Responding to claims that Jose may have been in on it, hence his calm reaction, Beatriz said he is a 'hard-working man', who had 'nothing to do with the robbery'.
Police has launched an investigation into the robbery but, as yet, no arrests have been made.
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