These Clever Hyundai Print Ads About Your Blind Spot Make Vehicles Totally Disappear

Just follow the instructions

Headshot of Tim Nudd

Everyone has a blind spot while they're driving, when vehicles are in between your field of vision and what the mirrors show. These Hyundai ads from Ukrainian agency Tabasco cleverly address this by demonstrating a different kind of blind spot—the one on your retina.

Check out the three ads below to see this nifty trick. Close your right eye, and look at the image in the mirror. Then move closer to the screen. At a certain point, the image on the left should disappear.

So, how does it work? The spot where your optic nerve connects to your retina is your optic disc. There are no photoreceptor cells on the disc, so when an image hits it, you can't see it.

This is Tabasco's first work for Hyundai Motor Ukraine. The agency tells us it will be responsible for tactical tasks, strategy development, video, print and digital ads.


Client: Hyundai

Agency: Tabasco, Ukraine

Creative Director: Alexander Smirnov

Head of Creative Group: Oleg Zavgorodniy

Art Directors: Alexander Badia, Svetlana Gorovenko

Account Director: Tatiana Ilienko

@nudd Tim Nudd is a former creative editor of Adweek.