Watch out NYC DOT with your LOOK campaign. Here comes Transport for London with a new bike safety advert called, Do the Test.

Have you done it yet? You’ll spend the first minute or so having absolutely no idea what any of it has to do with traffic safety or cycling. But stick with it. It’s worth it. 

Rhys Thom at The City Fix points out the web-savvy sophistication of TfL’s effort:

Not only does this ad make the point in a very sticky way but they gave it the means to “go viral” by including links for viewers to spread it to their social network of choice.