Skoda’s optics tricks

London – Spot the difference has been given a modern twist with Skoda’s latest ad.

• The Attention Test plays on a quirk in behavioural science
• The show-stealing Skoda Fabia distracts viewers as the background changes
• Focusing intensely on one point is a form of distraction

One of a growing trend in what LS:N has dubbed Sixth Sense advertising, this is one you will definitely want to watch twice. Using a quirk of behavioural science, The Attention Test from agency ais London asks viewers to keep their eyes on a Skoda Fabia parked on a seemingly normal high street. After a few moments of what appears to be the world’s most uneventful advert, it is slowly revealed that the scenery has been changing the entire time, prompting us to rewind and watch a second time eagle-eyed.

The Big Picture: Give your adverts a second wind by making the viewing experience active like Skoda's latest attention-seeking spot.