Counted 13, read all the comments and still missed the bear!
It's a good ad in that it makes its point but acually all it proves is the human ability to exclude noise when concentrating. When driving I`m not actively trying to ignore something (except Corsas and chaved up Calibras, oh, and BMWs, ooh yes and Audi TT's which I hate because the new ones look like a Z from a distance and I get all excited when i see a white one only to feel let down when I find it's a bloody TT.)