The ad is designed to persuade drivers to look out for cyclists and cyclists to understand that they need to make themselves seen on the roads, without apportioning blame for road accidents or putting people off cycling in London. The issue is the way our brains are wired to miss cyclists. A human being cannot really attend to more than one object at a time, so we have to work harder to spot them. This leads to incredible sensory pressure on both drivers and cyclists as stimulus on the roads demands our attention.We brought this to life by showing a well known proxy for a stressful situation – a bank job. In this we see the view of the bank robbers and the objects they are focused on; the security guard, camera, money, police car – all appear larger than life to them, because they are the focus of their attention. The cyclist is not and we end with her smashing into the bank robber’s car as it pulls out into the road. Unfortunately the truth of the call to action becomes clear – ‘The more you look out for something, the more obvious it becomes’.