Vote 2020 graphic
Everything you need to know about and expect during
the most important election of our lifetimes

This Ad's Amazing Optical Illusion Reveals the Hazards Of Driving

Audi's luxury vehicles include a neat night-vision system that will automatically warn drivers about hazards on the road. And to drive home just how life-saving it can be, the company's ad agency created a brilliant billboard in an airport with a secret hazard that was only revealed to passengers when they got closer and closer.


Using a physical phenomenon called accommodation, the ad cleverly manipulated how the human eye focuses so that the slightly blurred text revealed an additional message—created using just outlines—as the viewer got closer to it. In this case it was placed in a spot where airport passengers on a moving sidewalk saw it guaranteeing the neat effect would be noticed. Remember, it's all fun and games unt—A DEER! [Vimeo via Taxi]

Share This Story

Get our newsletter


Billboards like this irritate me. Anytime drivers are encouraged to look away from the road to try and figure out what is on a billboard means less time to focus on what they are doing.

I have seen entire freeways slow down by 30mph to read one of those electronic displays that was warning about a freeway closure over 100 miles away. That just seems dangerous to me.