As new research out this week reveals that over a third (34 per cent) of Brits will act with increased caution and look out for signs of good or bad luck more than ever today, fuelled by their fear and paranoia around the nation's current testing times.
With so many Brits actually watching out for superstitious signs today, games developer Warner Bros. Interactive Entertainment is running a unique superstitious ad campaign on London streets today, which sees the company advertise on black cats - a traditional sign of bad luck -for the first time ever, to capture people's attention for the release of its new horror video game F.E.A.R. 2: Project Origin on its superstitious release date, Friday 13th.
The black cat-vertising campaign sees a 'clowder' individually trained black cats sporting F.E.A.R. 2: Project Origin branded cat clothing as they roam the streets of London today to advertise the game and capture the attention of superstitious passers-by - hissing in the face of superstition.
A hotline for cat owners wanting to turn their own feline friends into walking ads for the game has also been inundated with calls requesting their own branded cat jackets.
Spokesperson for Warner Bros. Interactive Entertainment Charlene Allen, comments: "Every day people are bombarded with so many advertising messages that it can be easy to miss them. With our research telling us that Brits are actively looking out for signs of bad luck this Friday, it makes perfect sense to try and capture their attention that way."
The research also reveals that tougher times are leading to one in five Brits (21 per cent) becoming more likely to regularly follow superstitions, and breaking a mirror has come out top of people's most feared superstitions for nearly a third of people (30 per cent).
The nation's top 10 fears, superstitions and signs of bad luck ranked in order of 'superstitiousness'
1. Breaking a mirror
2. Walking under a ladder
3. Friday 13th
4. Opening an umbrella indoors
5. A black cat crossing your path
6. The sight of a single magpie
7. Spilling salt
8. Placing shoes on the table or on the bed
9. Treading on cracks in the pavement
10. Walking over three drains
F.E.A.R. 2: Project Origin launches on Friday 13th February 2009 for PC, PS3 and Xbox 360.