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20th December 2016
12:18am GMT
In this video, people are ignoring a very random growing lump on the street. But why? Are they too busy to notice? Well apparently so. Cancer Research UK have released this clever ad to showcase just how bad we are at seeing exactly what's in front of us.
AMV BBDO are the brains behind this stunt. They shot this video over the course of a few days on a busy street in London for their clients Cancer Research UK. They wanted to get the message across to people watching the ad that we are very good at missing the first signs of cancer. If we can easily ignore small lumps in the real world then we are likely to miss them growing on our bodies.
"The road lumps had to match the paving bricks of the street used for the shoot, and be distorted in such a way that made it appear as if a 'tumour' was growing in the road... The lumps had to be light enough to carry on and off set, but durable enough for a van to go over them; one of the lumps was reinforced in fibreglass to allow for a road sweeper to go over it."
