Transport for London have combined two of my favourite things: safety for cyclists and classic Psychology experiments. The website dothetest.co.uk provides a test of awareness that Mind Hacks fans will instantly recognise as an updated (urbanised!) version of Hack #41: “Make Things Invisible Simply by Concentrating (on Something Else)”. Fantastic!
Link to the awareness test here
Link to a previous post on mindhacks.com discussing inattentional blindness
Mind Hacks 
According to this:
http://www.bikebiz.com/news/29436/TfLs-viral-ad-is-a-rip-off
which I picked up from here:
http://www.movingtargetzine.com/article/new-online-ad
the advert is a big rip-off.