This ad is a good example of the Gestalt principle of similarity. Similarity is when "items are perceived as being related because they have a similar shape, color, size, etc". This uses inverse-similarity to grab and keep the viewer's attention.
Similarity- The white circles throughout the picture create a strong relation to the flow throughout. Since the white circles are smaller than the black ones my eyes go directly to the white circles to see what is happening there.
unbelievable - At night, the back-lit poster was reflected in the adjacent glass pane. This revealed the complete McDonald’s ‘M’ logo and the message “open all night” could be viewed the right way round. Bus shelter Campaign by DDB Sidney
Gestalt Similarity: (via web) This photo shows Gestalt Similarity because the eye will automatically group the individual corner pieces to make a square rather than the columns. And the last column is also displaying movement.