I was doodling around this morning looking at slo-mo camera geekery when I stumbled upon this extraordinary bit of film, shot at 5,000+ frames per second:

Having seen this on a tech site, I didn’t know I was watching an ad. So when the boy appeared I instinctively had a “What?!? No……” reaction.

Had I seen it in a regular ad break, I think it would have been less surprising/impactful. Does marketing work better or worse when people aren’t expecting it?

And is that a good thing?