Daniel Simons

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The inaugural Nudge blog post featured Transport for London’s controversial adaptation of one of psychology’s most famous experiments on change blindness. In the test, individuals are asked to count the number of basketball passes by a pair of teams dressed in black and white. What people frequently miss is a giant bear that moonwalks across the screen. It was a gorilla in the original experiment. With yesterday’s post on eye heat maps of Google searches, the Nudge blog has been trolling for more eye heat maps. Guess what popped up? A map of the moonwalking bear test.

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Transport for London, which oversees buses and the Tube in “The Old Smoke,” wants drivers to pay more attention to cyclists sharing the road with them. As part of a public service campaign to reduce car-bicycle accidents, they’ve released this “awareness test” ad. Stop here and watch the one-minute video before reading on.

Pay very close attention.

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