[in] a short film of two teams passing basketballs, one team [is] wearing white shirts, the other wearing black. The viewers of the film are instructed to count the number of passes made by the white team [only]. This task is difficult and completely absorbing. Halfway through the video, a woman wearing a gorilla suit appears, crosses the court, thumps her chest, and moves on. The gorilla is in view for 9 seconds. Many thousands of people have seen the video and about half of them do not notice anything unusual.
[more description and commentary]
The gorilla study illustrates two important facts about our minds: we can be blind to the obvious, and we also are blind to our blindness.