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Brazen thieves have been caught on camera casually stealing iPads from a mobile phone shop.
The three thieves are seen strolling into the O2 store in Bradford, West Yorkshire on Tuesday before yanking the tablets from their security tethers and running off.
Two thieves can be seen grabbing the goods with one cutting the security cable, as another appears to be waiting near the entrance of the store.
The footage has garnered much ridicule online, especially for one of the men who makes no attempt to hide his identity from a witness's camera.
Towards the end of the video, the man filming, who is believed to be an employee tells the thief 'got you on video pal'.
They flee the store while knocked over a tiny tree as they made their getaway.
Footage was uploaded onto several social media pages following the incident, where it had been viewed over 90,000 times and has been ridiculed by users.
One Facebook page said: 'Foster Square O2 store earlier today. Well done to the chap recording the video and remaining calm.
'And the dumb criminal of the year award goes to...'
Mal Si said: 'Most of them gadgets are in 'dummy mode' which means them devices are rendered useless. These dead sperm cells must be really really really very thick indeed.'
Mark Broadbent said: 'Well done that team in the store - I used to do a bit of work there and can say everyone I met in the team were great.
'Hopefully they can be caught soon. Team are trained to leave them to it, although the Apple product they took aren't dummies and are working devices.
'They have demo apps on them which I believe can be taken off. They will probably be sold on to someone unsuspecting anyway.'
Jamie Rogers said: 'Gotta love mateys disguise, ain't nobody gonna know who he is.'
While Carl Jarvis said: 'Didn't Evan have there faces covered up not a care in the world not be long till there locked up.'
Adil Hussain said: 'How sad and desperate can you be to do this and know you've been recorded to.'
West Yorkshire Police have been contacted regarding the incident.