This ad will make you rethink all your powers of observation

This car ad for the UK branch of car brand Skoda seems fairly benign. But 75-seconds later, the effect is actually quite surprising.

Here’s how it goes: As the spot opens, viewers are presented with a blue car (the 2015 Skoda Fabia) parked in the middle of a normal-looking street. There are some buildings. There’s a van, and a motorcycle. A women even walks through the scene. But nothing appears amiss. That’s when you notice the flashing black screen that pops up every second or so. Then there’s the text: “Keep watching closely. You won’t believe what happens.”

The spot has also already received over 1.6 million views since its launch at the end of February. Skoda is a subsidiary of Volkswagen, and the vehicle isn’t sold in the U.S., reports Car and Driver. The ad comes just as the automaker reported earnings at the end of February, seeing net profit surge 20% last year to $12.1 billion, according to the Associated Press. Volkswagen is on a years-long quest to become the world’s largest automaker by pumping up sales of the many brands it owns.