Deceive your intuition
When an ad is direct enough to tell you to ‘pay attention’, there's no doubt some ad-trickery at play. And in this clever piece of content from Skoda, there most certainly is. https://www.youtube.com/watch?v=qpPYdMs97eE The simple act of directing the viewer's concentration solely to to the car, effectively forces System 1 to activate System 2. As a result, System 1 completely misses a whole raft of relevant context that ordinarily it would have picked up. Of course, this technique isn't new. Transport for London adopted a similar technique for cyclist awareness some years ago. And this, in itself, was based on research into intuition deception by Simons and Chabris. https://www.youtube.com/watch?v=pTv4yD6BKlA However, the success of this content idea spawned a sequel substance abuse benefits that was equally successful - in terms of shares, likes and message takeout: https://www.youtube.com/watch?v=ubNF9QNEQLA The key learning here is that System 1 largely manages to tune out from advertising - unless something happens that truly engages, or trips System 2 into action - which is exactly what's happening here. Advertising that truly makes you think. Genius stuff....