Think!: Awareness test

Advertising Agency: Leo Burnett, London, UK


but_why's picture
280 pencils

lot of controversy surrounding this. Still love it. Thought WCRS did it.

BFB's picture
938 pencils

I remember starting my first job in sales they showed us a video JUST like this in the course. The only thing is that the original is much better. Here I see why someone would miss the bear. It's dressed in black like the team and with this contrast it just blends in with the background. On the one I saw The bear was taking up a lot of the screen and really tried to draw out your attention. That REALLY proved that you don't notice a lot of things. This could be better and sharper, but still enjoyable.

miko1aj's picture
3098 pencils

nice one. I do appreciate that this is so abstract yet understandable, simple and fun to watch.

picky2's picture
280 pencils
dansheppy52's picture
398 pencils

Now way is this a ripoff! In the Leo one there are 13 passes in this example there are 14...completely different.
"There is no entitlement to the consumer's attention. It is earned."
-Luke Sullivan

"There is no entitlement to the consumer's attention. It is earned."
-Luke Sullivan

A to the G's picture
A to the G
61 pencils

Did you actually count them?

Crisp One's picture
Crisp One
2007 pencils

wow complete rip off, except Leo did it better.


vincent fichard's picture
vincent fichard
8 pencils

I can't seem to watch the "original" on the link above, anyway, if the original wasn't an ad it's not exactly a rip off. I find the ad very good and memorable. It's not trying too hard, and really has you involved. This is gold to me.

obladioblada's picture
256 pencils

Really great. Catch me. Congratulation.

paolo garcia's picture
paolo garcia
10 pencils

Rip off, lame.

Ad_Man's picture
828 pencils

this week I got something similar to this by e-mail but it involved a gorilla, a white team, a black team and one elevator as background. it was a psicological test or something like that... i like this one, because when you see it on TV you may not see the bear until the next time you watch it.

Think it for a while.
Then, in anytime, it will come to your mind as an idea.

A to the G's picture
A to the G
61 pencils

So I guess props to the originator of the idea... who ever that is... and shame on the copy cat.

Though I do believe the old adage "it's not what you take it's where you take it"... this went no where past what the other idea shows.

On a plus side... this adds to my list of things you can do in a gorilla suit.

hoperator's picture
80 pencils

The honda cog ad was a rip off of a short film but still went on to win loads of awards.

I think they should have used a different suit though to make it slightly different. Like a horse or something.

hoperator's picture
80 pencils

just noticed they did use a different suit. A bear instead of a gorilla... genius!

Vicomte's picture
287 pencils

English ad. I think it´s great

godfather's picture
131 pencils


amsterdam73's picture
374 pencils

oops, quite the same idea as the 1999 psychological test...
thought this ad to be really great (and voted a 9), but after having seen 'the original' it's a bit too much honour...

besides that, i think the ad works fine for its purpose.

All ears's picture
All ears
233 pencils

Good commercial, but it's just another example of a scenario taken from somewhere else. The same experiment was conducted on "Brainiac" and I think the creative just took it from there and chose a good client to do it for.

rhs's picture
13 pencils

If you stop thinking of where the inspiration came from and start thinking of how effective this idea can be, it's great. Come on, wake up! Our job isn't about awards. It's about awareness.

CiaranNorris's picture
2 pencils

Glad to see that this is still causing debate.

Just a minor note; the ad was by WCRS whilst we, WCRS's sister digital agency Altogether Digital, did the viral work.


Ivancette's picture
153 pencils

I think its great!! I will click forward its so viral!

El que sabe, sabe arte. El que no, es redactor.

proscriptus's picture
114 pencils

The bear failed to moonwalk. He was merely walking backwards.


cepheus's picture
3 pencils

yep, totally rip off.. old magician trick anyway.. sorry for leo!!..

picktokyo's picture
1404 pencils

Oh this is so lol hahahahaa

Guest's picture

We saw a clip like this in Psych 101 several years ago. It wasn't invented for the ad, not by a long shot.

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