There is currently an advertising campaign using the 'BasketBall Demonstration' running in London to make people more aware of cyclists while driving: http://www.youtube.com/watch?v=Ahg6qcgoay4
Even though I knew what I was looking for, I didn't see the bear the first time! (I was still trying to keep track of the passes.) I find I tend to be good at tuning out distractions when I'm reading or making something (either physically or on the computer). I wonder if people who see the bear/gorilla are more easily distracted than those who miss it.
