This idea stemmed from the fact that motorcyclists often appear as optical illusions to motorists; 96% of us think smaller objects take longer to reach us than bigger ones. Based on this, the ad uses some classic animated optical illusions to stress the point.

It ends with a yellow block representing a motorcyclist, smashing and splattering blood onto the viewer’s screen, cracking like a windscreen.The strapline says: "Give motorists a second thought."