How good are you at noticing details that are really pretty obvious but still out of range of your conscious awareness as you glance briefly at an ad while turning the page?

Hint: It's in the picture. In words.

Camels open ad

Everything else in the ad is a distractor from two words.

Look again. They're in the lower left hand corner of the picture.

They are separate but connected, one over the other to create a sentence.

It's a standard two-part message to every smoker. It's:

open cigarettes

Part one is an order "Open your cigarette pack"

To be able to do that, it has to be a new pack.

Part two is a description "The cigarette pack is open."

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